PR Newswire
RESTON, Va., May 28, 2020
RESTON, Va., May 28, 2020 /PRNewswire/ -- New research from Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, shows that as states start to lift stay-at-home restrictions and Americans look for ways to occupy their time outside of their homes, local television consumption is beginning to return to pre-pandemic levels.
Using its StationView Essentials solution, Comscore examined the changes in television viewing habits during the pandemic. By looking at Sets in Use (SIU) levels, Comscore measured the percentage of TV sets in the market that are tuned in to any linear TV station or channel across the week on a 24-hour average across TV markets that represent three different stay at home order levels - Orders in Place, Orders Lifted, and Order Nevers (markets that never had any stay at home mandates to begin with). Markets included:
All three categories experienced increased TV viewing levels beginning in March 2020 whether they were under stay at home orders or not, with peaks during the week of March 23, 2020. However, when all weekly SIU were compared to the week of February 10, 2020, there are noticeable differences between these groups.
Virus hot spots with Orders in Place, like New York City, Los Angeles, Chicago and Detroit, had consistently higher viewing levels that experienced a slight drop-off from the peak week of March 23, 2020 and plateaued from the week of March 30, 2020 until the week of April 27, 2020. Orders Lifted markets also followed this pattern, but with lower relative viewing levels and declines starting during the week of April 20, 2020. Order Never markets like Des Moines and Sioux Falls showed a much sharper and steadier decline in viewing levels post-peak.
While viewing levels across all categories are still higher than during the week of February 10, 2020, Order Never markets are almost back to SIU levels seen in February 2020, making them the fastest group to do so, with the Orders Lifted markets being not too far behind. Orders in Place markets continue to have the highest relative viewing levels compared to February 10, 2020.
Other insights include:
Media consumption trends will continue to be impacted as additional markets begin to lift orders. Comscore is providing ongoing insights into changing consumption trends and will provide frequent updates on its Coronavirus Insights Hub. To learn more about how Comscore can provide you with custom insights into media consumption, or help you engage with COVID-19 content in a way that makes sense for your brand, contact us today.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more, visit www.comscore.com
View original content to download multimedia:http://www.prnewswire.com/news-releases/comscore-sees-signs-of-stabilization-in-local-television-consumption-301067010.html
SOURCE Comscore
We use cookies to tailor your experience, measure site performance and present relevant offers and advertisements. By clicking ‘Accept’ or any content on this site, you agree that cookies can be placed on your browser. You can view our privacy policy to learn more.
If you would like to get more data, alerts and access to Real Vision videos, join us as an Insider Tracking Advantage Ultra member