Nielson Report…Zero and counting

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Cheryl Pearson-McNeil

 

(NNPA)—Are you a Zero-TV household? No, I don’t mean restricting the kids’ TV viewing to the weekends or until after they’ve completed homework. I mean—do you watch TV the traditional way or on any of the growing techy options available to us? So many of us are watching video content on our phones, computers, or tablets, that Nielsen designates this group of consumers: Zero-TV Households. This consumer segment is so significant; it will soon be included in our measured samples.
For those of us who are hard-core holdouts or just plain tech-challenged, don’t worry. Ninety-five percent of Americans still get entertainment and information the old-fashion way—via traditional TV. In fact, according to Nielsen’s latest Cross-Platform report, American TV viewing time was up in late 2012 over the same period the previous year, averaging more than 41 hours a week. That makes sense. There were a few notable, life-altering events towards the end of 2012 which kept our eyes on the continued coverage. Several states along the East Coast suffered the catastrophic Hurricane Sandy. The Newtown, Conn., tragedy touched all of our hearts, and the highly anticipated 2012 presidential election was also noteworthy. Since you and I have been together in this space for a while now, you know that the Black community tends to log more TV viewing hours a week than other demographic groups. The latest numbers show that African-Americans average 55 hours a week in front of the telly.

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