Nielsen: TV's popularity still growing
Nielsen Media Research reported that average American television viewing continues to increase in spite of growing competition from new media platforms and devices, such as video iPods, cell phones and streaming video. During the 2005-2006 television year, which ended on 9/17, traditional in-home television viewing continued to hold its own with audiences, and even gained among technology-savvy teenagers. These results come at a time when Nielsen is able to provide more granular information on diverse television viewing through its larger national television sample and other investments in research and technology. The total average time a household watched television during the 2005-2006 television year was 8 hours and 14 minutes per day, a 3-minute increase from the 2004-2005 season and a record high. The average amount of television watched by an individual viewer increased 3 minutes per day to 4 hours and 35 minutes, also a record. Meanwhile, during primetime, households tuned to an average of 1 hour and 54 minutes of primetime television per night, up 1 minute, and the average viewer watched 1 hour and 11 minutes, which was the same as last year.
Check these details on youths and minorities
Although teenagers typically drive the consumption and development of new media platforms, teens age 12-17 viewed 3% more traditional television during the full day than in the 2004-2005 television year.
This increase was driven primarily by teenage girls, who increased their Total Day viewing by 6%. Increases among teenage girls were particularly high during early morning (6:00 a.m. to 9:00 a.m.) and late night (11:30 p.m. to 2:00 a.m.) viewing, which were up 12% and 6%, respectively.
Younger children age 2-11 also watched more television during 2005-2006, increasing their total day viewing levels by 4%. Viewing by children increased 3% during primetime, 5% during early morning and 6% during late night.
During 2005-2006, African American and Hispanic Total Day persons' viewing levels increased 4% and 3%, respectively, with significant increases among children and teenage girls. African American viewing among children age 2-11 and teen girls age 12-17 increased 10% and 9%, respectively, while viewing among Hispanic children and teenage girls increased 14% and 6%, respectively.
The 2005-2006 television year was the first one in which Nielsen was able to provide ratings based on a 10,000 household sample. During the season, Nielsen completed the expansion of its National People Meter sample from 5,000 to 10,000 households. As a result, Nielsen's sample now includes approximately 25,000 people.
This was also the first season in which measurement of DVR recording was included in Nielsen's estimates. As of 9/17, 8.7% of Nielsen's sample homes had DVRs.
