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TV Trends: Consumers Demand Control

Product Type: Market Research Report

Publication Date: Jun 27, 2008

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SUMMARY

While the average amount of television content consumed by US TV viewers has increased over the last decade, an increasing proportion is being accessed and viewed in non-traditional ways.

The TV Trends report addresses the question of why television content stays much the same, while the ways and places it is viewed mushroom.

Video-on-demand (VOD), digital video recorders (DVRs), the broadband Web, and 3G mobile phones are giving TV consumers new ways to access and watch TV.

eMarketer estimates that by 2012 nearly 25% of all TV content watched each day will be time-shifted, on-demand, on the Web or on a mobile device.

This does not spell the end of the traditional live TV broadcast or the traditional 30-second ad break, but clearly, TV advertising will need to evolve if it is to

Key questions the “TV Trends” report answers:

How many DVR and VOD households will there be in the US in 2012?
What are the prospects for traditional TV advertising in the US?
What impact are Web, DVR and VOD usage having on TV advertising?
How do DVRs change TV usage?
How many Internet users are watching full-length TV episodes online?
And many others.....

eMarketer Reports - On Target and Up to Date

The TV Trends report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.

Executive Summary

Average Annual Online and TV Advertising Spending per US TV Viewer and Internet User, 2007 & 2012
Key Questions

The eMarketer View

Key eMarketer Numbers- TV Trends
TV Access and Usage Changing
- Key US TV and Internet Metrics, 2007 & 2012 (millions)
- US Online TV Advertising Revenues, 2007 & 2011 (billions and % of total)
- US Online Advertising and Rich Media/Online Video Advertising Spending, 2007 & 2012 (billions)
- Attitudes of US Online Video Viewers toward TV vs. Online Video, July 2007 (% of respondents)

TV Advertising Spending and Estimates

US TV Advertising Spending, 2007-2012 (billions and % change)
Comparative Estimates: US TV Advertising Spending, 2006-2009 (billions)
Comparative Estimates: US TV Advertising Spending Growth, 2006-2009 (% change)
US Political Advertising Spending, Q4 2007-Q4 2008 (millions)
US Political Campaign TV Advertising Spending*, 2004, 2006 & 2008 (billions)
Comparative Estimates: US TV Advertising Spending Growth, by Segment, 2007 (% change)
US TV Advertising Spending, by Segment, 2005-2007 (billions and % change)
US Advertising Spending, by Media, 2006 & 2007 (millions and % change)
US National and Local Advertising Revenues, by Media, 2008 (millions and % increase/decrease vs. prior year)
US Advertising Spending, by Industry and Media, January-September 2007 (% change*)
Top 20 Advertisers for US Local Broadcast TV*, Ranked by Advertising Revenues, 2006 & 2007 (millions and % change)

TV Distribution, Usage and Demographics

US TV Households, 2007-2050 (thousands)
US TV Households and Premium TV Service Subscribers, by Distribution Platform, 2007 (millions)
US Residential IPTV Subscribers of Select Telecommunications Providers, 2007-2012 (millions)
TV Usage
- Average Amount of Time US TV Viewers Spend Watching TV per Day, 1997-2007 (hrs:mins)
- Change in TV Watching by US Adult Home Internet Users vs. Last Year, October 2007 (% of respondents)
- Reasons that US Online Video Viewers Watch Less TV* Compared with a Year Ago, July 2007 (% of respondents)
TV Demographics
- US Persons in TV Households, by Age and Gender, 2005-2008 (millions)
- US TV Households, by Race/Ethnicity, 2007 & 2008 (thousands and % increase vs. prior year)
- Demographic Profile of Persons in US TV Households, January 2008 (thousands)

DVR Estimates and Usage

US DVR Households and Penetration, 2007-2012 (millions and % of TV households)
US DVR Subscribers, 2007 & 2010 (% of TV subscribers)
Comparative Estimates: US DVR Households, 2007-2012 (millions)
US DVR Households, by Delivery Platform, 2007-2012 (millions)
US DVR Households, by Subscription Type, 2001-2012 (thousands)
Demographics and Usage
- Frequency with which US DVR Owners Skip TV Commercials, October 2006 & November 2007 (% of respondents)
- US DVR Users Who Rewind and View Missed Commercials, by Age, 2007 (% of respondents)
- US Adult Internet Users Who Have TiVo or a DVR, by Race/Ethnicity and Language, March 2007 (% of respondents in each group)
- Time Spent Watching Live TV vs. DVR Replay among US Adult Internet Users Who Use a DVR, April 2007 (% of respondents)
- Time-Shifted* Primetime TV Viewing Schedule of US DVR Households, September 24-October 21, 2007 (% of total)
- Top 10 Time-Shifted* TV Programs in the US, January 1-November 18, 2007 (% increase in viewership**)

VOD Estimates and Usage

US Video-on-Demand (VOD)-Enabled Households and Penetration, 2007-2012 (millions and % of TV households)
Comparative Estimates: US Video-on-Demand-Enabled Households, 2007-2012 (millions)
US Video-on-Demand (VOD) Households, 2001-2012 (millions and % change)
US Adult Internet Users Who Would Watch More Video-on-Demand (VOD) and Pay-per-View (PPV) Programming If There Was More Content of Interest, 2006 & 2007 (% of respondents)

Online TV

US Online Video Viewers, 2006-2012 (millions)
Types of Online Video Content that US Online Video Viewers Watch Monthly or More Frequently, 2007 (% of viewers)
Types of Programming Watched by US Video Viewers on Alternative Devices*, 2007 (% of respondents)
Comparative Estimates: US Adults/Internet Users Who Have Watched a TV Show Online, 2007 (% of respondents)
US TV Viewers Who Watch Full Episodes of TV Shows Online, 2006-2010 (% of total)
US Adults Who Have Watched a Full-Length TV Episode Streamed Online*, by Age and Gender, October 2007 (% of respondents in each group)
Frequency with which US Adult Consumers Watch Network TV Programs Online, by Age, July 2007 (% of respondents in each group)
Types of Programming Watched by US Younger* Video Viewers on Alternative Devices**, 2007 (% of respondents)
Online Households that Watch TV Online, by Type of Content, Q3 2006 & Q3 2007 (% of respondents in each group)
Reasons that US Online Households Watch TV Online, Q3 2006 & Q3 2007 (% of respondents in each group)
Sources Used by US Adult Internet Users to Find Online Video or TV Content, February 2008 (% of respondents)
Web Sites Visited by US Adults to Watch Full-Length TV Episodes Streamed Online, by Age and Gender, October 2007 (% of respondents in each group)
Usage of Official TV Program Web Sites among US Internet Users, by Age, 2008 (% of respondents in each group)
US Young Adult Internet Users Who Streamed Online Video from Network TV* vs. Leading User-Generated Content (UGC)** Web Sites, by Gender, December 2007 (% of respondents in each group)
Top 10 Primetime Broadcast TV Programs Watched Online by US Adults, February 21-27, 2008 (% of respondents)
Methods Used to Watch TV Online among US Online Households, Q3 2006 & Q3 2007 (% of respondents in each group)
Online Video Pricing and Advertising Model that US Adult Internet Users Would Prefer for Viewing TV Programs, by Age, October 2007 (% of respondents in each group)

Trends to Watch

Endnotes

95190
- Average Annual Online and TV Advertising Spending per US TV Viewer and Internet User, 2007 & 2012
95187
- Key eMarketer Numbers- TV Trends
95186
- Key US TV and Internet Metrics, 2007 & 2012 (millions)
95221
- Comparative Estimates: US TV Advertising Spending, 2006-2009 (billions)
95222
- Comparative Estimates: US TV Advertising Spending Growth, 2006-2009 (% change)
95207
- Comparative Estimates: US DVR Households, 2007-2012 (millions)
95219
- Comparative Estimates: US Video-on-Demand-Enabled Households, 2007-2012 (millions)
95467
- Comparative Estimates: US Adults/Internet Users Who Have Watched a TV Show Online, 2007 (% of respondents)