TV is still the media elephant in U.S. living rooms, but the way Americans watch television and other forms of video programming is changing so rapidly that a top Nielsen executive says the media ratings giant has begun working with its clients to “redefine” the very nature of the households it measures. Nielsen’s soon-to-be-released second-quarter 2012 Cross-Platform Report shows that the percentage of time spent watching video programming via a conventional TV has declined to 93.7%.
While that may not seem like a precipitous shift, it is down from 99.4% two years ago when the Nielsen-funded Council for Research Excellence released findings of a study detailing how Americans consume video programming.
“Screen-shifting happens,” quipped Pat McDonough, senior vice president-insight and analytics at Nielsen.
Despite all those trends, Americans are watching more video programming than ever before: an average of 35 hours per week.
while the Internet is the dominant work-centric medium, accounting for nearly half of worker access to media during the workday, (Research from the Media Behavior Institute finds) radio and audio streaming was No. 2 (38%). While the role of TV is flipped during work time, 15% of workers watch live TV while doing their jobs.
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