New Nielsen “Local Watch” report


Nielsen1At 12 noon ET Thursday, Nielsen released only its third-ever “Local Watch” report, featuring insights on media consumption habits and device penetration in the local markets. Here are the highlights from the 15-page report.

• Washington, D.C. has overtaken San Francisco as the leading market for tablet penetration! In fact, 56 percent of homes in D.C. own a tablet.
• Pittsburgh continues to be a leader in traditional television viewing. Iron City residents notch 5 hours and 19 minutes of Live TV per day!
• When it comes to time-shifting contribution, bigger is better in Dallas. The Texas DMA sees a 47 percent contribution from timeshifting, the most of any DMA.
• While viewing is increasingly fragmented, live TV still makes up the bulk of what we watch.
• As smart TV penetration increases, more and more households have access to streaming content directly through their set.

Some of the other things the report looks are: viewing time by ethnicity, time-shifting and VOD in primetime by city, smartphone and tablet penetration by LPM market, and an exhaustive market comparison between San Francisco, CA and Cincinnati, OH to illustrate the differentiation in crucial indices.