TV Trends: Consumers Demand Control

Executive Summary

• Average Annual Online and TV Advertising Spending per US TV Viewer and Internet User, 2007 & 2012
• Key Questions

The eMarketer View

• Key eMarketer Numbers- TV Trends
• TV Access and Usage Changing
  • Key US TV and Internet Metrics, 2007 & 2012 (millions)
  • US Online TV Advertising Revenues, 2007 & 2011 (billions and % of total)
  • US Online Advertising and Rich Media/Online Video Advertising Spending, 2007 & 2012 (billions)
  • Attitudes of US Online Video Viewers toward TV vs. Online Video, July 2007 (% of respondents)

TV Advertising Spending and Estimates

• US TV Advertising Spending, 2007-2012 (billions and % change)
• Comparative Estimates: US TV Advertising Spending, 2006-2009 (billions)
• Comparative Estimates: US TV Advertising Spending Growth, 2006-2009 (% change)
• US Political Advertising Spending, Q4 2007-Q4 2008 (millions)
• US Political Campaign TV Advertising Spending*, 2004, 2006 & 2008 (billions)
• Comparative Estimates: US TV Advertising Spending Growth, by Segment, 2007 (% change)
• US TV Advertising Spending, by Segment, 2005-2007 (billions and % change)
• US Advertising Spending, by Media, 2006 & 2007 (millions and % change)
• US National and Local Advertising Revenues, by Media, 2008 (millions and % increase/decrease vs. prior year)
• US Advertising Spending, by Industry and Media, January-September 2007 (% change*)
• Top 20 Advertisers for US Local Broadcast TV*, Ranked by Advertising Revenues, 2006 & 2007 (millions and % change)

TV Distribution, Usage and Demographics

• US TV Households, 2007-2050 (thousands)
• US TV Households and Premium TV Service Subscribers, by Distribution Platform, 2007 (millions)
• US Residential IPTV Subscribers of Select Telecommunications Providers, 2007-2012 (millions)
• TV Usage
  • Average Amount of Time US TV Viewers Spend Watching TV per Day, 1997-2007 (hrs:mins)
  • Change in TV Watching by US Adult Home Internet Users vs. Last Year, October 2007 (% of respondents)
  • Reasons that US Online Video Viewers Watch Less TV* Compared with a Year Ago, July 2007 (% of respondents)
• TV Demographics
  • US Persons in TV Households, by Age and Gender, 2005-2008 (millions)
  • US TV Households, by Race/Ethnicity, 2007 & 2008 (thousands and % increase vs. prior year)
  • Demographic Profile of Persons in US TV Households, January 2008 (thousands)

DVR Estimates and Usage

• US DVR Households and Penetration, 2007-2012 (millions and % of TV households)
• US DVR Subscribers, 2007 & 2010 (% of TV subscribers)
• Comparative Estimates: US DVR Households, 2007-2012 (millions)
• US DVR Households, by Delivery Platform, 2007-2012 (millions)
• US DVR Households, by Subscription Type, 2001-2012 (thousands)
• Demographics and Usage
  • Frequency with which US DVR Owners Skip TV Commercials, October 2006 & November 2007 (% of respondents)
  • US DVR Users Who Rewind and View Missed Commercials, by Age, 2007 (% of respondents)
  • US Adult Internet Users Who Have TiVo or a DVR, by Race/Ethnicity and Language, March 2007 (% of respondents in each group)
  • Time Spent Watching Live TV vs. DVR Replay among US Adult Internet Users Who Use a DVR, April 2007 (% of respondents)
  • Time-Shifted* Primetime TV Viewing Schedule of US DVR Households, September 24-October 21, 2007 (% of total)
  • Top 10 Time-Shifted* TV Programs in the US, January 1-November 18, 2007 (% increase in viewership**)

VOD Estimates and Usage

• US Video-on-Demand (VOD)-Enabled Households and Penetration, 2007-2012 (millions and % of TV households)
• Comparative Estimates: US Video-on-Demand-Enabled Households, 2007-2012 (millions)
• US Video-on-Demand (VOD) Households, 2001-2012 (millions and % change)
• US Adult Internet Users Who Would Watch More Video-on-Demand (VOD) and Pay-per-View (PPV) Programming If There Was More Content of Interest, 2006 & 2007 (% of respondents)

Online TV

• US Online Video Viewers, 2006-2012 (millions)
• Types of Online Video Content that US Online Video Viewers Watch Monthly or More Frequently, 2007 (% of viewers)
• Types of Programming Watched by US Video Viewers on Alternative Devices*, 2007 (% of respondents)
• Comparative Estimates: US Adults/Internet Users Who Have Watched a TV Show Online, 2007 (% of respondents)
• US TV Viewers Who Watch Full Episodes of TV Shows Online, 2006-2010 (% of total)
• US Adults Who Have Watched a Full-Length TV Episode Streamed Online*, by Age and Gender, October 2007 (% of respondents in each group)
• Frequency with which US Adult Consumers Watch Network TV Programs Online, by Age, July 2007 (% of respondents in each group)
• Types of Programming Watched by US Younger* Video Viewers on Alternative Devices**, 2007 (% of respondents)
• Online Households that Watch TV Online, by Type of Content, Q3 2006 & Q3 2007 (% of respondents in each group)
• Reasons that US Online Households Watch TV Online, Q3 2006 & Q3 2007 (% of respondents in each group)
• Sources Used by US Adult Internet Users to Find Online Video or TV Content, February 2008 (% of respondents)
• Web Sites Visited by US Adults to Watch Full-Length TV Episodes Streamed Online, by Age and Gender, October 2007 (% of respondents in each group)
• Usage of Official TV Program Web Sites among US Internet Users, by Age, 2008 (% of respondents in each group)
• US Young Adult Internet Users Who Streamed Online Video from Network TV* vs. Leading User-Generated Content (UGC)** Web Sites, by Gender, December 2007 (% of respondents in each group)
• Top 10 Primetime Broadcast TV Programs Watched Online by US Adults, February 21-27, 2008 (% of respondents)
• Methods Used to Watch TV Online among US Online Households, Q3 2006 & Q3 2007 (% of respondents in each group)
• Online Video Pricing and Advertising Model that US Adult Internet Users Would Prefer for Viewing TV Programs, by Age, October 2007 (% of respondents in each group)

Trends to Watch

Endnotes

• 95190
  • Average Annual Online and TV Advertising Spending per US TV Viewer and Internet User, 2007 & 2012
• 95187
  • Key eMarketer Numbers- TV Trends
• 95186
  • Key US TV and Internet Metrics, 2007 & 2012 (millions)
• 95221
  • Comparative Estimates: US TV Advertising Spending, 2006-2009 (billions)
• 95222
  • Comparative Estimates: US TV Advertising Spending Growth, 2006-2009 (% change)
• 95207
  • Comparative Estimates: US DVR Households, 2007-2012 (millions)
• 95219
  • Comparative Estimates: US Video-on-Demand-Enabled Households, 2007-2012 (millions)
• 95467
  • Comparative Estimates: US Adults/Internet Users Who Have Watched a TV Show Online, 2007 (% of respondents)

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