Traditional broadcast use still dominant

The times are most certainly changing, but when push comes to shove, most people still get their entertainment the old fashioned way – from linear television and radio, according to the latest Nielsen usage survey. But the broadcast share is slipping.

Daily time spent with live TV during Q3 2014 was 4:32, far and away the dominant medium. AM/FM radio was an easy second at 2:44.

But both are on a downward trend – TV fell from 4:44 Q3 2013 and AM/FM from 2:47.

Still, the #3 platform in 2014 was smartphone use, at 1:33, followed by internet use via computer, which came home at only 1:06.

While the computer figure was up only six minutes, smartphone use increase by 0:23 from 1:10. And its stood at only 0:53 during Q3 2012.

“Content is still king, but consumers are shaping their own content-discovery experience, and the evolving media landscape has not lessened consumer demand for quality, professionally-produced content. What has changed is the number and reliability of new media available to viewers,” said Dounia Turrill, senior vice president, insights, Nielsen.

Here are Nielsen’s daily usage charts for the last three third quarters, measuring usage by adults 18+.

RBR-TVBR observation: We see a two-pronged growth strategy going forward.

The first is to fiercely protect the traditional broadcast model that continues to dominate the electronic media universe. That means a continued strong emphasis on the kind of strong local programming that is only possible for media outlets with boots on the ground.

The second is to establish a presence on as many of the other new platforms as possible, assiduously promoted on the legacy broadcast outlets. If continued erosion to digital devices is inevitable, use those digital devices not just to maintain audience share, but to grow it.

The steepest growth curve belongs to the smartphone, which is an excellent reason for radio stations to do everything within their power to earn a place on as many models as possible.