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US TV Trends:
The Impact of DVRs, VOD and the Web
The TV picture is currently blurry. On one hand, TV advertising spending is growing, and analysts expect that to continue through 2010. On the other hand, online video usage is increasing, online advertising spending is taking a larger proportion of the overall advertising pie and digital video recorders (DVRs) and video-on-demand (VOD) capabilities are becoming widespread.
The US TV Trends report analyzes the changes that emerging technologies are having on audience viewing habits and advertising spending.
Talk of TV's short-term demise is unfounded. Yet it is equally shortsighted to think that the traditional TV model will not change significantly over the next decade.
In this report, eMarketer updates its DVR and VOD estimates and assesses the current and future potential effect of interactive digital technologies on the traditional TV model in the United States.
Key questions the US TV Trends report answers:
- How many US DVR and VOD households will there be in 2011?
- How much is currently spent on TV advertising in the US?
- What effect are Web, DVR and VOD usage having on TV advertising?
- How are DVRs changing TV usage?
- And many others…
eMarketer Reports—On-Target and Up-to-Date
The US TV Trends report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right now.
To download the report to your desktop—click Add to Cart:
The TV picture is currently blurry. On one hand, TV advertising spending is growing, and analysts expect that to continue through 2010. On the other hand, online video usage is increasing, online advertising spending is taking a larger proportion of the overall advertising pie and digital video recorders (DVRs) and video-on-demand (VOD) capabilities are becoming widespread.
Executive Summary
 US DVR* and Video-on-Demand-Enabled Household Penetration, 2006-2011 (% of TV households)
Issues & Questions
The eMarketer View
Comparative Estimates: US TV Advertising Spending Growth, by Segment, 2006 (% increase vs. prior year)
US Advertising Revenues for the Four TV Networks, Q1 2004-Q1 2007 (% increase/decrease vs. prior year)
US Advertising Revenues for Cable TV, Q1 2004-Q1 2007 (% increase vs. prior year)
Key US TV and Internet Metrics, 2006 & 2011 (millions)
US Online Advertising Spending and Online Video Advertising Spending, 2006 & 2011 (billions)
Percent of Current Spending on Traditional Broadcast and Cable TV Advertising Expected to Shift to Online Video by 2010 according to US Advertising Executives, 2006 (% of respondents)
TV Advertising Trends
US TV Advertising Spending, by Segment, 2004-2006 (billions and % increase vs. prior year)
Top 10 US Product Categories, Ranked by TV Advertising Spending, 2005 & 2006 (millions and % increase/decrease vs. prior year)
Top 10 US Product Categories, Ranked by Cable TV Advertising Spending, 2005 & 2006 (millions and % increase/decrease vs. prior year)
Top 20 Advertisers for US Local Broadcast TV in the Top 100 Markets, Ranked by Advertising Spending, 2005 & 2006 (millions and % increase/decrease vs. prior year)
TV Distribution & Usage
US TV Subscribers, by Distribution Platform, 2006 (millions)
US TV Households, 2007-2050 (thousands)
Average Daily Time Spent Watching TV by US Households and Individuals, 1995-2006 (hours:minutes)
Average Daily Time Spent Watching TV by US Consumers, by Gender and Age, 1988-2005 (hours:minutes)
Demographic Profile of US Teen and Adult Participation in Select Leisure Activities, by Occasion, 2006 (average hours per day)
Amount of TV that US Adult Internet Users Watch vs. Two Years Ago, by Gender, 2006 (% of respondents in each group)
US Adult Internet Users Who Watch Less TV vs. Two Years Ago, by Age, 2006 (% of respondents in each group)
DVR Estimates
Comparative Estimates: US DVR Households, 2006-2011 (millions)
US Adult Internet Users Who Own TiVo or a Digital Video Recorder (DVR), November 2006 (% of respondents)
Leading US Local DVR Markets, Ranked by DVR Penetration of TV Households, 2007
US DVR Households, by Distribution Platform, 2006-2011 (millions)
PVR Households in the US, by Access Technology, 2004-2009 (thousands and % increase vs. prior year)
US DVR Households, by Subscription Type, 2001-2011 (thousands)
US Digital Cable and Satellite Households that Subscribe to DVR/TiVO, 2005 & 2006 (% of respondents in each group)
Leading DVR Providers in the US, by Subscriptions, 2004-2007 (thousands)
Demographics & Usage
US Adult TiVo or Digital Video Recorder (DVR) Owners Who Use Their DVR to Skip Television Advertisements, November 2006 (% of respondents)
US Digital Video Recorder (DVR) Viewers Who Watch Primetime Broadcast Programming Playback with Someone Else vs. Alone, January 2007 (% of respondents)
Live and Time-Shifted* TV Viewing Schedule of US DVR Households, by Network or Programming Type, April 30-May 6, 2007 (% of total)
Percent Increase in the Audience of TV Programs and Commercials in US DVR Households* As a result of Time-Shifted Viewing, April 30-May 6, 2007
Top 10 Time-Shifted* US Broadcast Network TV Programs, Ranked by Increase of Playback vs. Live Viewers, April 2-8, 2007 (thousands and % increase vs. live viewers)
VOD Estimates
Comparative Estimates: US VOD-Enabled Households, 2006-2010 (millions)
US VOD-Enabled Households and Penetration, 2006-2011 (millions and % of TV households)
US Digital Cable Households that Use Cable-Based Video-on-Demand (VOD), 2005 & 2006 (% of respondents)
US Digital Cable Households that Use Movies-on-Demand, 2005 & 2006 (% of respondents)
Frequency with which US Digital Cable Households Rent Movies via Select Methods vs. Order On-Demand, 2006 (% of respondents)
US Video-on-Demand (VOD) Revenues, by Program Type, 2016 (billions and % market share)
US Video-on-Demand (VOD) Advertising Spending, 2007 & 2008 (millions)
Related Information and Links
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The TV picture is currently blurry. On one hand, TV advertising spending is growing, and analysts expect that to continue through 2010. On the other hand, online video usage is increasing, online advertising spending is taking a larger proportion of the overall advertising pie and digital video recorders (DVRs) and video-on-demand (VOD) capabilities are becoming widespread.
American Advertising Federation (AAF)
eMarketer
Kagan Research
Leichtman Research Group, Inc. (LRG)
MAGNA
Nielsen Claritas
Nielsen Media Research
Nielsen Monitor-Plus
Nielsen//NetRatings
Oppenheimer & Co. Inc.
Piper Jaffray & Co.
Television Bureau of Advertising (TVB)
TNS Media Intelligence
Universal McCann
US Census Bureau
US Department of Labor Bureau of Labor Statistics
Veronis Suhler Stevenson (VSS)
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Price: $695.00
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Price: $695.00
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