{"id":132142,"date":"2023-03-10T09:04:13","date_gmt":"2023-03-10T09:04:13","guid":{"rendered":"https:\/\/amplify.nabshow.com\/?post_type=articles&#038;p=132142"},"modified":"2024-09-14T22:37:25","modified_gmt":"2024-09-14T22:37:25","slug":"capitalize-whos-watching-tv","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/capitalize-whos-watching-tv\/","title":{"rendered":"Who Is Watching What (and How) (and Why)?"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns article-content is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"630\" data-attachment-id=\"168533\" data-permalink=\"https:\/\/jwolfepr.com\/dev\/articles\/capitalize-whos-watching-tv\/television-viewing01\/\" data-orig-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/television-viewing01.jpg?fit=1200%2C630&amp;ssl=1\" data-orig-size=\"1200,630\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;gion like - stock.adobe.com&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1676537703&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;4K resolution or higher, Nostalgic feeling, retro, lo-fi, girl,&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"television-viewing01\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/television-viewing01.jpg?fit=1024%2C538&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/television-viewing01.jpg?resize=1200%2C630&#038;ssl=1\" alt=\"\" class=\"wp-image-168533\" srcset=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/television-viewing01.jpg?w=1200&amp;ssl=1 1200w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/television-viewing01.jpg?resize=300%2C158&amp;ssl=1 300w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/television-viewing01.jpg?resize=1024%2C538&amp;ssl=1 1024w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/television-viewing01.jpg?resize=768%2C403&amp;ssl=1 768w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/television-viewing01.jpg?resize=640%2C336&amp;ssl=1 640w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">TL;DR<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>A new report from TVision helps marketers challenge previously held assumptions about who their audiences are, where to reach them, and how they engage.<\/em><\/li>\n\n\n\n<li><em>For instance, younger viewers are more likely to tune in to Connected TV, but they also tune into linear TV.<\/em><\/li>\n\n\n\n<li><em>While it is true that men are more likely to watch sports, this gender divide is less prevalent among younger ages. Although women are generally more likely to tune in to reality TV.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/info.tvisioninsights.com\/audience-attention-myths\" target=\"_blank\" rel=\"noreferrer noopener\">Audience Attention Myths &amp; Facts Report (TVision)<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Think that cord-cutters are primarily younger viewers? In fact, most cord-cutters within the last six months are 35-49 years old.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is one of a dozen insights from TV data gathering and analysis company TVision, which sets them all out in <a href=\"https:\/\/info.tvisioninsights.com\/audience-attention-myths\" target=\"_blank\" rel=\"noreferrer noopener\">a new report<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The report\u2019s data was collected from an opt-in panel of 5,000 homes across the United States. The company says that every time a person walks into the room, its technology detects who the viewer is, where they are in the room, and what their eyes are looking at.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In other words, there are things in its data that could provide a more accurate picture of who is watching what, when and for how long rather than other ratings or ad impressions data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Other \u201cmyths\u201d the agency seeks to bust include the following:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That young people only watch CTV. TVision\u2019s data suggests younger viewers are more likely to tune in to CTV, but also tune into linear.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That older viewers watch more TV. In fact, Baby Boomers spend the most time watching TV overall, but Millennials tie with these older viewers for CTV.<\/p>\n\n\n\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132143\" data-id=\"132143\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-01.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132144\" data-id=\"132144\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-02.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132145\" data-id=\"132145\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-03.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132147\" data-id=\"132147\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-04.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132148\" data-id=\"132148\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-05.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132149\" data-id=\"132149\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-06.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132150\" data-id=\"132150\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-07.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132151\" data-id=\"132151\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-08.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132152\" data-id=\"132152\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-09.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132153\" data-id=\"132153\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-10.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132154\" data-id=\"132154\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-11.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Cr: TVision\" class=\"wp-block-jetpack-slideshow_image wp-image-132155\" data-id=\"132155\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/TVision-Audience-Myths-Report-12.jpg?ssl=1\"\/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Cr: TVision<\/figcaption><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">While it is true that men are more likely to watch sports, this gender divide is less prevalent among younger ages. Although women are generally more likely to tune in to reality TV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s widely thought that when there are more viewers in the room, people pay less attention to ads on TV. TVision has quantified this, suggesting that co-viewing doesn\u2019t have a major impact on attention until there are more than three people in the room.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The report also examines assumptions by marketers when media planning. For example, too many showings of the same ad reduces its effectiveness, right? Attention increases with additional exposures, finds TVision, but it takes 6-10 exposures for shorter ads to \u201cwear in\u201d with linear viewers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shorter ads are found to retain attention for a greater portion of the creative, potentially lowering their cost-the-cost per attentive second.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And is the Super Bowl really the best media opportunity of the year? The event may have the highest reach among all major TV events, but TVision data points to viewers of other events being more attentive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBetween the rapid adoption of CTV and calls for more reliable currencies, the way we watch and measure TV is radically different from even just a few years ago,\u201d the report states. \u201cWith that in mind, it\u2019s essential that marketers challenge previously held assumptions about who their audiences are, where to reach them, and how they engage. After all, many of these may no longer be true. And even if they are, there may be new nuances that merit a closer look.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A new report helps marketers challenge previously held assumptions about who their audiences are, where to reach them, and how they engage. <\/p>\n","protected":false},"author":2,"featured_media":168533,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_breakdance_hide_in_design_set":false,"_breakdance_tags":""},"categories":[248],"class_list":["post-132142","articles","type-articles","status-publish","has-post-thumbnail","hentry","category-amplify"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Who Is Watching What (and How) (and Why)? | Jennifer Wolfe<\/title>\n<meta name=\"description\" content=\"A report from TVision helps marketers challenge previously held assumptions about who their audiences are, where to reach them, and how they engage.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who Is Watching What (and How) (and Why)? 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