Top Quintile of TV Viewers Account for Half of Daily Viewing, Are Active Consumers

May 16, 2014

This article is included in these additional categories:

Automotive | Food & Restaurants | Retail & E-Commerce | Technology | Television | TV Audiences & Consumption


    Source: Nielsen

      Notes: The top quintile of TV viewers (in terms of daily consumption of TV) watch an average of 705 minutes daily, or almost 12 hours of TV per day, with that figure up by almost one hour since 2009. Nielsen notes that compared to lighter TV viewers, heavy TV viewers spend the most in 10 of 17 purchasing categories, and are particularly active in the automotive, apparel, electronics and dining categories. Given TV ad loads, they’re likely exposed to almost 3 hours of TV ads per day; while advertisers might find them to be an attractive audience, they’ll need to break through the clutter to make an impression.

        Related: The Average American is Exposed to More Than 1 Hour of TV Ads Every Day


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