TiVo Research released its quarterly Q2 State of TV Report, which tracks time-shifting using TiVo’s Media TRAnalytics data set, which anonymously aggregates set-top box data from more than 2.3 million households including TiVo owners and other cable providers. Since announcing the partnership with TiVo Research in 2015, this is the first report featuring location data from NinthDecimal.
Check out some key insights to TV viewership, as well as the favored shows for customers of top retailers.
Live TV remains the most popular for viewing, as opposed to time-shifted viewing. Approximately 26% of broadcast prime-time program viewing was time-shifted compared to only 12% for cable prime-time viewing. Among top broadcast networks, such as ABC, CBS, and NBC, the viewership for live prime-time was 80% and above. Although, seven of the top ten cable networks, including HGTV, CNN, ESPN, USA, TBS, Food Network and History, are watched live at least 90% of the time.
NinthDecimal’s location data was used to match ad exposure data to in-store visitation. Through the integration of TiVo Research’s TV viewership data and NinthDecimal’s mobile audience intelligence and location data, the partner solution establishes whether exposure to a TV commercial correlates to incremental foot traffic to a brand’s physical location, such as a retail outlet, QSR, auto dealership, or movie theatre, and if exposure drives physical-world conversions. The data gives insight into what aspects of a campaign drove greater ROI by examining measurements across networks, dayparts, programs, creative executions, and audience segments.
The Q2 State of TV Report portrays which shows are favored by frequent customers of a retailer. Curious about a correlation between Starbucks and Target? The Bachelor Live fans frequent both establishments compared to Dunkin’ Donuts or Walmart. But the biggest contrast is fans of NCIS: Los Angeles prefer Home Depot and NCIS: New Orleans viewers shop at Lowe’s.