Effectv Viewership Report Reveals Important Viewership Trends

Effectv has just released the results of the latest wave of their TV Viewership Report which is published bi-annually and offers marketers a fascinating trend of consumer viewing habits in the Comcast footprint. Data was collected from more than 29 million households whose members watched more than 15 billion hours of TV and from more than 20,000 multiscreen campaigns garnering over 1.5 billion impressions.

The report noted that while insights and data increasingly fuel the way in which TV is planned and bought, marketers increasingly need to know how to best use TV’s reach and precision to be more effective in delivering results.

Highlights from this wave 2H 2021, included:

1.    1.   The majority of streaming viewership happens on the TV Screen which indicates that traditional TV is still strong. The study found that, on average, video consumers in Comcast households were spending more than six hours watching traditional TV daily. But, viewership habits and preferences are shifting to include more devices and services.  Overall, 78% of Effectv Streaming happens on the TV screen. This includes viewing to connected TV, VOD served via an Xfinity set-top box, a mobile app or device and a web browser.

2.    2.   Traditional TV is the foundation of multiscreen campaigns driving a majority of multiscreen campaigns. Notably, 82% of multiscreen campaign reach comes from traditional TV with very little duplication with streaming services.

3.  3.     Sports programming enhances campaigns offering 2.5x more impressions per spot from sports. In fact, 42% of all households reached by sports programming were incremental to the campaign demonstrating the value of audience extensions.

4.   4.    Streaming provides incremental reach to a campaign. In fact, 51% of HHs reached through streaming were incremental to the campaign, overall. The results from more than 20,000 Effectv multiscreen campaigns revealed that over half of the reach from streaming was incremental to the campaign beyond traditional TV reaching light and no traditional TV viewers while also increasing frequency.

5.   6.    Multiscreen benefits exist across audiences. Multiscreen tactics work in similar ways across the audiences advertisers are trying to reach. Unique reach from TV attracts Hispanics, young adults, suburbanites and retires while streaming extends among the well-educated, affluents, rural blue collar and young adults.

Advertisers can best leverage all of the fascinating viewership trends from the study by noting when and where to place their spend. For peak efficiencies, the report also found that peak investment levels in streaming topped at 42% because streaming investment allocation is contingent on the audience. Generally speaking while reach was highest when 20-30% of investment was allocated to streaming, advertisers are advised to consider adjusting their investment within 10-40%, based on audience. Beyond 30%, the benefits from adding streaming were outweighed by a loss of reach.

 

This article first appeared in www.MediaVillage.com

Artwork by Charlene Weisler