If somebody asked you ‘How much TV viewing is done by playback these days?’ what do you think you would say? Not much? A little? A lot? The answer might surprise you!
The truth is that although playback has increased since 2010 with the increase in penetration of PVR devices, the majority of TV viewing is still done live. Statistics from Regional TAM (Television Audience Measurement) show that since 2010, regional playback viewing has only increased by 4% meaning 94% of viewing is still done live.
Keep in mind that around 50% of households actually have a personal recording device, that’s good news for advertising.
- Out of playback viewing, Drama is the genre with the greatest playback activity
- Playback viewing is fairly consistent throughout the week, being slightly higher on weekends
- Females account for 53% of all regional free to air viewing
- Free to air viewing remains consistent from 2013, with some increased recorded against key demographics.
What are your thoughts? Where do you see the future of live TV viewing vs playback?
SOURCE: REGIONAL TAM RATINGS OVERVIEW – 2014 THE YEAR THAT WAS