With DVRs, Netflix and multi-screen viewing options, must-see TV is turning into must-wait TV. If you've been relying on TV advertising to boost your business, these local and national stats might make you reconsider.

1. MUST WATCH TV IS TURNING INTO MUST WAIT TV
THE TOP 3 LOCAL BROADCAST STATIONS
HAVE SEEN THEIR PRIMETIME AUDIENCES
DROP 13%-23% IN THE LAST 10 YEARS.
THE NUMBER OF ADULTS UNDER 35
WHO ARE REGULAR NEWS VIEWERS HAS
DROPPED 10% IN THE LAST TEN YEARS
THE PLAIN DEALER, CLEVELAND.COM AND
SUN NEWS REACH MORE 18-34 YEAR-OLDS WHO
TYPICALLY WATCH NEWS ON TV THAN ANY OF
THE TOP 4 BROADCAST NETWORKS.
WHEN WATCHING SHOWS OR MOVIES,
CONSUMERS HAVE OPTIONS:
MANY CONSUMERS ARE MEDIA MULTITASKERS:
84% OF SMARTPHONE AND TABLET OWNERS USE
THEIR DEVICES AS SECOND-SCREENS WHILE
WATCHING TV AT THE SAME TIME
NEARLY 2.7 MILLION
HOUSEHOLDS IN
NORTHEAST OHIO
OWN A COMPUTER
MORE THAN
1.4 MILLION
NORTHEAST OHIO
HOUSEHOLDS HAVE
A SMARTPHONE
MORE THAN
1 MILLION
NORTHEAST OHIO
HOUSEHOLDS
OWN A TABLET
-1,341,291 ADULTS IN THE CLEVELAND/AKRON DMA HAVE A DVR DEVICE IN THEIR HOME
-MORE THAN 45% OF THE ADULTS IN THE CLEVELAND/AKRON DMA HAVE A DVR DEVICE, AND AN ADDITIONAL
31,528 PLAN TO BUY ONE IN THE NEXT TWELVE MONTHS
-AVERAGE DAILY VIEWING OF LINEAR BROADCASTS IN THE US FELL BY 7% MINUTES IN 2013, WHILE “NON-
TRADITIONAL TV VIEWING” VIA ON-DEMAND OR VIA DVR NOW MAKES UP NEARLY ONE IN FIVE TV MINUTES.
-PEOPLE IN THE US WATCHED 52 MINUTES OF DVR/ON-DEMAND SHOWS EACH DAY IN 2013.
HULU’S STREAMING SERVICE BREAKS DOWN TO:
• 43% WATCH ON THEIR COMPUTER
• 21% WATCH ON A WII
• 17% WATCH ON THEIR MOBILE PHONE
• 15% WATCH ON TV CONNECTED TO A COMPUTER
• 14% WATCH ON THEIR SMART TV
• 14% WATCH ON A TABLET
• 13% WATCH ON A CONNECTED BU-RAY DEVICE
In 2014, time spent on mobile in an average day
will increase 23% over 2013.
Tablet usage peaks in early evening, coinciding
with heavy TV viewing.
It is estimated that in 2014,
US adults will spend 5 hours,
46 minutes with digital media
daily, while time spent in front
of televisions will fall slightly to 4 hours,
28 minutes per day.
XNTH96905
CLEVELAND.COM HAS THE MOST UNIQUE VISITORS IN
THE LOCAL NEWS WEBSITE MARKET AT AN AVERAGE
OF MORE THAN 3 MILLION UNIQUE VIEWS PER MONTH
cleveland.com
FOX8.com
OHIO.com
WKYC.com*
19ActionNews.com
Monthly Unique Views 1,000,0000 2,000,000 3,000,000 4,000,000 5,000,000
NEWSNET5.com
SOURCES:
Adobe Omniture, 2014
2014 Release 1 Total Scarborough Report. Copyright 2014 Scarborough Research. All rights reserved
comScore, Multiplatform Total Audience Report, April 2014.
C21Media, “On-demand, DVR hit linear viewing,” Richard Middleton, June 19, 2014, citing a report entitled
“Cross-Platform Television Viewing Time,” by HIS
eMarketer, “Mobile Continues to Steal Share of US Adults’ Daily Time Spent with Media,” April 22, 2014
Marketing Land, “Nielsen: More Time On Internet Through Smartphones Than PCs,” by Greg Sterling, February 11, 2014
Pew Research Center’s Project for Excellence in Journalism. The State of the News Media Annual Report, January 15, 2014.
CLEVELAND.COM HAS THE MOST UNIQUE VISITORS IN