TV viewing is 11.75 hrs per day by "heavies" according to Nielsen.

1. Augustine Fou- 1 -
Time Spent
Watching TV
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
May 2014

2. Augustine Fou- 2 -
Nielsen Reports, May 2014
Source: Nielsen, May 2014
“HEAVY TV VIEWERS = A BIG
OPPORTUNITY FOR ADVERTISERS”

3. Augustine Fou- 3 -
Author’s Commentary
“We totally thought Nielsen’s numbers were
so ‘redonkulus’ and inconsistent with the
experiences of every single person we knew,
we set out to ask normal people all across
America ‘how much TV do you actually
watch live?’And here’s what we found, with
N = 2,010 (so far).”

4. Augustine Fou- 4 -
How Much Live TV?
N = 1,006
How much LIVE TV do you actually watch each day?

5. Augustine Fou- 5 -
How Much Live TV?
N = 500
“How much LIVE TV do you actually watch each DAY? (hours)”

6. Augustine Fou- 6 -
How Much Live TV?
N = 504
How much TV do you actually watch "live" every DAY (in hours)?
(this means NOT DVR-recorded, on-demand, or streaming)

7. Augustine Fou- 7 -
TV Ad Load
23 - 32%

8. Augustine Fou- 8 -
TV Ad Load (Nielsen 2014)
Source: Nielsen May 2014

9. Augustine Fou- 9 -
DVR Owners Watch 23m
Source: Nielsen Dec 18, 2013
DVR owners watch 23
mins of 30 minute episodes
Source: Netflix

10. Augustine Fou- 10 -
DVR Penetration 7 in 10
Source: LRG via MarketingCharts Dec 2013

11. Augustine Fou- 11 -
Dr. Augustine Fou – Chief Digital Strategist
“As more users shift their consumption
online, TV advertisers should more
rapidly shift ad spend to digital video as
well, to achieve a variety of benefits and
advantages such as more real-time
feedback and conversion metrics.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

12. Augustine Fou- 12 -
Additional Resources
http://www.slideshare.net/augustinefou/video-ad-spending-vs-tv-ad-
spending-2014-by-augustine-fou
http://www.slideshare.net/augustinefou/shifting-ad-dollars-from-tv-to-
digital-video-2014-by-augustine-fou
http://www.slideshare.net/augustinefou/video-ad-load-vs-tv-ad-load-
augustine-fou-2014
http://www.slideshare.net/augustinefou/viewability-of-video-ads-by-
augustine-fou-2014
http://www.slideshare.net/augustinefou/tv-plus-online-video-ads-increase-
recall-and-roi-augustine-fou-2014