LOS ANGELES (Hollywood Reporter) - American television viewing remains on the rise despite the distractions of alternative media platforms, according to new data from Nielsen Media Research.
Average daily allotments to household and individual viewing increased slightly from the previous year to reach all-time highs during the 2005-06 season, which ended September 17. The increases were actually highest in the younger demographics flocking to iPods, cell phones and video games.
"These results demonstrate that television still holds its position as the most popular entertainment platform," said Patricia McDonough, senior vp planning policy and analysis at Nielsen. "At this point, consumption of emerging forms of entertainment, including Internet television and video on personal devices, seems not to be making an impact on traditional television viewing."
The total average time per household in 2005-06 was eight hours and 14 minutes per day, a three-minute increase from 2004-05. Also resetting the record was total individual time, up three minutes from the previous year to four hours and 35 minutes.
The household average also was nearly one full hour above viewing levels registered 10 years ago during the 1995-96 season. The increase was less dramatic among individuals over the decade, rising 36 minutes.
Viewing averages for primetime were up just one minute for households (one hour and 54 minutes) and individuals (one hour and 11 minutes).
The biggest increases came from girls ages 12-17, which were up 6% in total day and 12% in the early morning. Children 2-11 were up 4% in total day.
Reuters/Hollywood Reporter