According to Nielsen’s first-quarter 2016 comparable metrics report, TV is still the preferred choice for overall viewing, and is the most heavily consumed platform among adults of all ages. TV continues to play a role in shaping our experiences of live historical events, as consumers continue to watch television as they watch history unfold. In fact, Live+DVR/time-shifted TV viewing accounts for 47% of the total average audience among adults 18+.
Nielsen has released its first Comparable Metrics Report, which is intended to simplify comparisons across all media platforms. The report focuses on how many adult consumers access a given platform or content type in an average week. Nielsen measures its total usage of different media platforms among adults by age, race, and ethnicity — as well as breaking out digital measurement into video, streaming audio, and social networking.