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Consumer Dimensions

MDI's NEWEST ANNUAL REPORT AVAILABLE NOW!

Consumer Dimensions 2024 is an exciting new annual report on how advertising reaches American consumers and their changing demographic makeup.

Consumer Dimensions is divided into two chapters. Chapter One: How Advertising Works explores how ads work, how much time consumers devote to them, the realities of attentiveness, the effects of frequency, mindset targeting and ad-relevant cross-platform metrics. Chapter Two: Profiling the U.S. Population provides an extensive portrait of the changing demographics of the American consumer: the aging of America, how the work force has changed over the years, the racial/ethnic makeup of the population, and many other variables that have a bearing on how marketers define their targets. Many tables include long term trending and projections to provide a complete picture.

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Published: December 2023; 182 pages

Discounts do not apply to book buyers and third party companies; click for rate

CPMTrack

CPMTRACK: NATIONAL TV, RADIO & MAGAZINE CPM TRENDS:1960-2024

CPMTrack tracks the average adult CPMs for linear TV in total, and by network type by daypart over the years, with comparable data for radio and consumer magazines. It is often referred to by those making forecasts of future media cost efficiencies. Includes—for the first time—AVOD/FAST and combined primetime upfront plus scatter CPMs. Due to fluctuations in data, we present this data rounded to whole numbers.

Published: March 2024; 16 pages

Total TV Dimensions

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Total TV Dimensions covers all aspects of TV’s performance that’s of interest to advertisers, ad agencies and TV time sellers. In addition to the basics like growth in penetration, rise of alternative forms of TV, time spent, reach and frequency patterns, CPMs, etc., it covers audience engagement, viewer attentiveness, cross platform comparisons, evidence of ad impact, and many other subjects that subscribers will want to know more about.

Release date: March 2024; 180 pages
Discounts do not apply to book buyers and third party companies; click for rate

UPFRONT TRACKER

ORDER UPFRONT TRACKER 2023-24 using code UPFRONT50 and save $50

Beginning with the 2024-25 season, Upfront Tracker will replace our ACES upfront report. The 2023-24 edition of Upfront Tracker is being provided as a transition between the two publications.

UPFRONT TRACKER is designed to provide subscribers with ongoing trending of upfront spending and CPMs for adult viewers over the past three decades for the broadcast TV networks, cable and syndication, each by daypart. This report includes our first estimates for streaming’s newfront for major AVOD and FAST sellers. In addition, we provide a breakdown of CPMs and CPPs for the current upfront by the four network types and by sex and age. We hope that subscribers will find this new report helpful, and we welcome any suggestions for future editions.

Published: March 2024; 15 pages

Single Topic Reports

Ad Awareness/Exposure/Impact

Are We Seeing Fewer TV Commercials? Gulp!

(ALERT 12/12/23) A comparison of pre-cable (1960s), post-cable (2010) and now paints a fairly chilling picture

How TV Ad Reach Builds At Various GRP Levels

(ALERT 11/14/23) The advertising industry needs to obtain more definitive information on this important subject, using a combination of actual observations and measurements of ad awareness and message registration, not inflated R&F stats

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

How Does Reach Relate to Ad Awareness?

(ALERT 7/25/23) The basic problem is that media planners deal with audience potentials (or so they believe), but not with ad impact

What A TV Ad Schedule's R&F Really Looks Like

(ALERT 05/02/23) MDI examines how TV ads actually work (when exposed) and how reach and frequency develops over the course of a month

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Which Companies Control Our TV Viewing?

(ALERT 02/07/23) MDI EXCLUSIVE look at viewing broken out by broadcast network shows, their O&O station content, their cable channels and their streaming ventures

Can TV Provide a Perfect Fit for All Advertisers?

(TTVD 2/01/23) The answer lies with examining the amount of TV viewing relative to the average target profile of advertisers. Can all brands eliminate "waste" audiences when they use TV?

Viewer Involvement and Attentiveness

(TTVD 2/01/23) Explores the history of viewer involvement and attentiveness research, as well as the factors that impact it.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

CTV Scores Commercial Attention Gains

(TTVD 2/01/23) MDI examines ad message viewing stats and discusses possible reasons for this improvement, including averages for 12 CTV ad platforms.

How Commercial Length Affects Ad Impact on Linear TV

(TTVD 2/01/23) Presents our normative estimates of ad impact by commercial length.

How TV Ads Function Over Time

(TTVD 2/01/23) A hypothetical illustration of how ad impact plays out for a consumer.

Developing TV Ad Awareness

(TTVD 2/01/23) Explores the decline in TV ad awareness since 1980, and estimates current levels of ad awareness for high, average and low interest TV ad campaigns.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

Ad Clutter

Are We Seeing Fewer TV Commercials? Gulp!

(ALERT 12/12/23) A comparison of pre-cable (1960s), post-cable (2010) and now paints a fairly chilling picture

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

Ad Spending

Linear TV Profit Margins Slip

(ALERT 11/28/23) MDI's latest estimates of the 2023 incomes for the three main linear TV business sectors: the broadcast TV networks, cable channels and TV stations

Primetime Upfront: Not Great, But Not So Bad Either

(ALERT08/15/23) The 2023-24 primetime upfront time sale for national TV witnessed some losses for the broadcast TV networks and cable channels; however, these losses were largely offset by the performance of the streaming sector's ad-supported services, which posted strong gains

Predictions, Predictions

(ALERT 06/20/23) MDI forecasts linear vs. streaming time spent and ad spend through 2025

How The TV Networks Can Score More Ad Dollars

(ALERT 04/04/23) MDI's EXCLUSIVE examination of the situation that traditional broadcast and cable TV networks are facing as the volume of viewing time gradually shifts to streaming

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

How Ad-supported TV GRPs and Ad Spend Will Flow to Streaming

(TTVD 2/01/23) Projections on adult TV viewing time and share of ad GRPs by platform for 2022-27.

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Ad Viewability

Advanced TV Targeting/Addressable TV

Why 18-49 and 25-54 Targeting?

(ALERT 02/20/24) Yes, 18-49/25-54 is a stupid way to target audiences, but not to worry; they aren't really targeting anybody in particular using such metrics

The Myth of Targeting

(ALERT 10/31/23) Planners (and buyers) need to evaluate TV shows as targeting opportunities based on their audience compositions, not just cheap CPMs

The Pitfalls of Demographic Stereotyping

(ALERT 10/24/23) Relying only on demographics often leads to stereotyping; dig deeper for a more accurate target profile

Refined TV Targeting: When Will TV Advertisers Change Their Ways?

(ALERT 08/01/23) Eventually, streaming and linear TV will be planned, bought and sold together with the advantages of each being exploited for the benefit of both advertisers and media sellers, but it will take time

Let's Talk Targeting

(ALERT 7/18/23) An in-depth look into how media planning and buying approaches targeting

Audience Attentiveness/Engagement

Leading Providers of TV Content

(ALERT 03/12/24) How America's total viewing time was divided among a number of leading streaming services, broadcast TV networks and cable channels in 2023

A Quick Take on Sports Fans

(ALERT 02/06/24) Some interesting demographic findings on TV sports viewers

Why Quintiles As a Metric?

(ALERT 01/23/24) We take a look at the way quintile studies might offer more valid comparisons if they used common timeframes and if they accounted for the fact that some people aren't reached at all

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

Shedding Some Light on Co-viewing

(ALERT 10/10/23) MDI has tracked TV's viewer-per-set ratios since the very beginning; our latest table provides linear vs. streaming data

OTS: A Myth That Needs Correcting

(ALERT 09/05/23) It's about time we realized that audience surveys, which are funded mainly by the sales promotional-minded sellers, are designed to produce the largest possible numbers that do not represent true OTS levels and certainly tell us nothing about ad exposure

New TVision Insights About CTV

(ALERT 8/22/23) TVision’s platform exclusivity data sheds new light on how many viewers are not reached with linear TV

TV Attentiveness Averages Can Be Misleading

(ALERT 08/08/23) It's not the amount of exposure, but rather a brand's campaign strategy that is going to have the most impact

TVision on TV Ad Attentiveness By Age, Daypart and Co-Viewing

(Alert 4/25/23) TVision examines the impact of co-viewing on ad attentiveness

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

The Realities of Attentiveness

(ALERT 04/11/23) Despite advancements in attentiveness tracking, we do not see it becoming a basic part of TV's national rating services in the near future (3 pages text)

CTV Ad Attentiveness Update Offers New Insights

(ALERT 03/28/23) Yahoo and Publicis Media, together with TVision, produce CTV ad viewing and receptivity findings

CTV Attentiveness Findings For 2022

(Alert 03/07/23) TVIsion's 2022 panel data show the growth of CTV viewing, including attention paid to advertising. (2 pages text; 4 tables)

How Attentiveness Varies By Frequency Level

(ALERT 02/14/23) TVision explores the effects of frequency on whether people watch commercials

Does SVOD Attract More Co-viewing?

(TTVD 2/01/23) Nielsen confirms this but the question remains: how does this benefit advertisers?

Solitary Vs. Accompanied Viewing

(TTVD 2/01/23) Explores the growth in solitary viewership from the 1950s to today.

Viewer Involvement and Attentiveness

(TTVD 2/01/23) Explores the history of viewer involvement and attentiveness research, as well as the factors that impact it.

What's the Latest on Multitasking While Watching TV?

(TTVD 2/01/23) Just how much of an impact does multitasking have on TV viewing? The answer may surprise you.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

How TV Ads Function Over Time

(TTVD 2/01/23) A hypothetical illustration of how ad impact plays out for a consumer.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

Audience Profiles

Why Did Primetime Lose Its Young Viewers?

(ALERT 04/09/24) The broadcast TV networks have always equated size with quality, and in so doing, ignored the slow, steady rise of cable

Why Quintiles As a Metric?

(ALERT 01/23/24) We take a look at the way quintile studies might offer more valid comparisons if they used common timeframes and if they accounted for the fact that some people aren't reached at all

The Myth of Targeting

(ALERT 10/31/23) Planners (and buyers) need to evaluate TV shows as targeting opportunities based on their audience compositions, not just cheap CPMs

The Pitfalls of Demographic Stereotyping

(ALERT 10/24/23) Relying only on demographics often leads to stereotyping; dig deeper for a more accurate target profile

How We Divide Our TV Time By Program Genre

(ALERT 3/21/23) Presents weekly adult consumption of TV show genres, including by select demographic segments

Streaming Demographics Vary Sharply by Service

(TTVD 2/01/23) Don’t make assumptions about the audience you will get when using streaming as an advertising platform

How TV's Heaviset Viewers Changed Over the Years

(TTVD 2/01/23) Explores how the composition of TV's heaviest viewers has changed from the 1950s to today.

Solitary Vs. Accompanied Viewing

(TTVD 2/01/23) Explores the growth in solitary viewership from the 1950s to today.

How TV Viewers and Showtype Appeals Have Changed Through the Years

(TTVD 2/01/23) In-depth exploration of America's favorite program genres, including time spent and median age.

The Aging of Cable's Audience

(TTVD 2/01/23) Explores how cable's audience has aged at a greater rate than the general population since the 1990s.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Business of TV

Linear TV Profit Margins Slip

(ALERT 11/28/23) MDI's latest estimates of the 2023 incomes for the three main linear TV business sectors: the broadcast TV networks, cable channels and TV stations

What's Your Margin of Error When It Comes to Understanding Media Research?

(ALERT 10/17/23) Although larger sample sizes increase stability when it comes to polling, it doesn't matter if you're failing to measure what we should be measuring

Primetime Upfront: Not Great, But Not So Bad Either

TV Ad Revenues

(TTVD 2/01/23) Explores the profitability of TV by platform, including local market ad revenues.

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

Can TV's Upfront Be Reformed?

(TTVD 2/01/23) How advertisers can work around the upfront buying process to get a better fit for their brands.

TV Incomes, Costs and Profits

(TTVD 2/01/23) Explores the state of linear TV in 2022.

How Ad-supported TV GRPs and Ad Spend Will Flow to Streaming

(TTVD 2/01/23) Projections on adult TV viewing time and share of ad GRPs by platform for 2022-27.

What Does Alternative Currencies Really Mean?

(ALERT 01/31/23) There can be only one currency and it must be about the audience that the advertiser thinks is being "delivered" for the brand's commercials

Cord Cutting

Media Shakeouts Are Nothing New

(ALERT 03/05/24) A brief history of how new mediums impacted existing ones, through the decades

Linear TV Profit Margins Slip

(ALERT 11/28/23) MDI's latest estimates of the 2023 incomes for the three main linear TV business sectors: the broadcast TV networks, cable channels and TV stations

CPMs/CPPs

TV's CPMs Climb Upwards

(ALERT 01/09/24) A tracking of primetime CPMs from 1970 to present reveals some shocking statistics

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

Let's Slow Down With FASTs

(ALERT 5/09/23) FASTs face daunting problems and advertising alone won't make them the "new cable"

Upfront CPM Trends By Daypart

(TTVD 2/1/23) Includes 2022 findings and trending for broadcast, syndication and cable.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Cross-Platform Metrics

Why 18-49 and 25-54 Targeting?

(ALERT 02/20/24) Yes, 18-49/25-54 is a stupid way to target audiences, but not to worry; they aren't really targeting anybody in particular using such metrics

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

Digital Media

The Demographic Appeal of Ad-supported Media

(ALERT 02/13/24) Advertisers should recognize that certain media are undergoing changes and attention needs to be paid to time spent and reach patterns as these often foreshadow emerging trends—and problems

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

Let's Talk Targeting

(ALERT 7/18/23) An in-depth look into how media planning and buying approaches targeting

CTV Ad Attentiveness Update Offers New Insights

(ALERT 03/28/23) Yahoo and Publicis Media, together with TVision, produce CTV ad viewing and receptivity findings

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

Effective Frequency/Recency

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

Is It Really Possible to Control Frequency?

(TTVD 2/01/23) This honest assessment may surprise you.

Heavy/Light Media Users

Why 18-49 and 25-54 Targeting?

(ALERT 02/20/24) Yes, 18-49/25-54 is a stupid way to target audiences, but not to worry; they aren't really targeting anybody in particular using such metrics

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

The Changing Profile of TV's Heaviest Viewers

(ALERT 09/23/23) MDI estimates a slight reduction in the amount of time that today's heavy viewing adult—linear and/or streaming—devotes to the medium

Where Do We Watch TV?

(Alert 06/13/23) MDI's independent estimates provide insight into locations of linear viewing and streaming, including by age

How TV's Heaviset Viewers Changed Over the Years

(TTVD 2/01/23) Explores how the composition of TV's heaviest viewers has changed from the 1950s to today.

What's Your R&F Among Heavy and Light VIewers?

(TTVD 2/01/23) An updated look in light of streaming CTV, FAST and AVOD services becoming an important part of the TV usage mix for many branding advertisers

Linear TV

Why Did Primetime Lose Its Young Viewers?

(ALERT 04/09/24) The broadcast TV networks have always equated size with quality, and in so doing, ignored the slow, steady rise of cable

Exclusive Reach By TV Platform

(ALERT 04/02/24) MDI estimates the reach buildup and audience duplication patterns of linear TV and streaming based only on ad-supported program content and how it varies on an average minute, day, week and month

Lost Linear Viewers

(ALERT 03/19/24) A look at how many viewers various linear TV networks have lost since 2015

Leading Providers of TV Content

(ALERT 03/12/24) How America's total viewing time was divided among a number of leading streaming services, broadcast TV networks and cable channels in 2023

Media Shakeouts Are Nothing New

(ALERT 03/05/24) A brief history of how new mediums impacted existing ones, through the decades

TV Platforms' Exclusive Reach

(ALERT 02/27/24) MDI's exclusive look at the trends of linear and streaming viewing per month

The Demographic Appeal of Ad-supported Media

A Quick Take on Sports Fans

(ALERT 02/06/24) Some interesting demographic findings on TV sports viewers

An Update on How We Spend Our Time

(ALERT 01/30/24) The Bureau of Labor Statistics (BLS) sheds new light on this important topic

TV's CPMs Climb Upwards

(ALERT 01/09/24) A tracking of primetime CPMs from 1970 to present reveals some shocking statistics

Are We Seeing Fewer TV Commercials? Gulp!

(ALERT 12/12/23) A comparison of pre-cable (1960s), post-cable (2010) and now paints a fairly chilling picture

TV Viewing By Program Genre

(ALERT12/05/23) MDI's latest estimates of American viewers' allocation of TV time by program genres shows the effects of streaming on linear TV viewing

Linear TV Profit Margins Slip

(ALERT 11/28/23) MDI's latest estimates of the 2023 incomes for the three main linear TV business sectors: the broadcast TV networks, cable channels and TV stations

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

What's Your Margin of Error When It Comes to Understanding Media Research?

(ALERT 10/17/23) Although larger sample sizes increase stability when it comes to polling, it doesn't matter if you're failing to measure what we should be measuring

Shedding Some Light on Co-viewing

(ALERT 10/10/23) MDI has tracked TV's viewer-per-set ratios since the very beginning; our latest table provides linear vs. streaming data

Is Pay TV At A Tipping Point?

(ALERT 10/03/23) MDI provides data reflecting the continuing migration of viewers away from linear TV into streaming, including time spent with various streaming options

The Changing Profile of TV's Heaviest Viewers

(ALERT 09/23/23) MDI estimates a slight reduction in the amount of time that today's heavy viewing adult—linear and/or streaming—devotes to the medium

The Future of Streaming

(ALERT 09/19/23) Despite a rosy forecast, streaming still needs to address such issues as better targeting, frequency capping and viewer interactions

OTS: A Myth That Needs Correcting

New TVision Insights About CTV

(ALERT 8/22/23) TVision’s platform exclusivity data sheds new light on how many viewers are not reached with linear TV

Primetime Upfront: Not Great, But Not So Bad Either

TV Attentiveness Averages Can Be Misleading

(ALERT 08/08/23) It's not the amount of exposure, but rather a brand's campaign strategy that is going to have the most impact

Variations In Our TV Diet By Platform

(ALERT 07/11/23) MDI's EXCLUSIVE average weekly hours of viewing for linear, AVOD/FAST and SVOD by program genres

The Role of Originals in Streaming

(ALERT 6/27/23) Original programming will be just one factor as streaming evolves to look more like linear TV

Predictions, Predictions

(ALERT 06/20/23) MDI forecasts linear vs. streaming time spent and ad spend through 2025

Where Do We Watch TV?

(Alert 06/13/23) MDI's independent estimates provide insight into locations of linear viewing and streaming, including by age

TVision on TV Ad Attentiveness By Age, Daypart and Co-Viewing

(Alert 4/25/23) TVision examines the impact of co-viewing on ad attentiveness

How The TV Networks Can Score More Ad Dollars

(ALERT 04/04/23) MDI's EXCLUSIVE examination of the situation that traditional broadcast and cable TV networks are facing as the volume of viewing time gradually shifts to streaming

How We Divide Our TV Time By Program Genre

(ALERT 3/21/23) Presents weekly adult consumption of TV show genres, including by select demographic segments

CTV Attentiveness Findings For 2022

(Alert 03/07/23) TVIsion's 2022 panel data show the growth of CTV viewing, including attention paid to advertising. (2 pages text; 4 tables)

Which Companies Control Our TV Viewing?

(ALERT 02/07/23) MDI EXCLUSIVE look at viewing broken out by broadcast network shows, their O&O station content, their cable channels and their streaming ventures

How TV's Heaviset Viewers Changed Over the Years

(TTVD 2/01/23) Explores how the composition of TV's heaviest viewers has changed from the 1950s to today.

Total Time Spent With TV By Type of Device

(TTVD 2/01/23) It's high time TV measurement looks beyond TV sets and includes digital means of viewing as well; includes data from 1960-2022.

How Do We Split the TV Viewing Pie?

(TTVD 2/01/23) MDI EXCLUSIVE: we size up the past and future of linear TV, cable and streaming viewership.

Does SVOD Attract More Co-viewing?

(TTVD 2/01/23) Nielsen confirms this but the question remains: how does this benefit advertisers?

Solitary Vs. Accompanied Viewing

(TTVD 2/01/23) Explores the growth in solitary viewership from the 1950s to today.

How TV Builds Its Reach

(TTVD 2/01/23) An exploration of how linear TV develops reach over time over multiple channels. Includes trending.

What's Your R&F Among Heavy and Light VIewers?

(TTVD 2/01/23) An updated look in light of streaming CTV, FAST and AVOD services becoming an important part of the TV usage mix for many branding advertisers

Using Streaming to Build TV Reach

(ALERT 03/14/23) Explores how an advertiser might use streaming to compensate for losses in linear TV reach.

TV Ad Revenues

(TTVD 2/01/23) Explores the profitability of TV by platform, including local market ad revenues.

Upfront CPM Trends By Daypart

(TTVD 2/1/23) Includes 2022 findings and trending for broadcast, syndication and cable.

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

Can TV's Upfront Be Reformed?

(TTVD 2/01/23) How advertisers can work around the upfront buying process to get a better fit for their brands.

TV Incomes, Costs and Profits

(TTVD 2/01/23) Explores the state of linear TV in 2022.

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Can TV Provide a Perfect Fit for All Advertisers?

(TTVD 2/01/23) The answer lies with examining the amount of TV viewing relative to the average target profile of advertisers. Can all brands eliminate "waste" audiences when they use TV?

How TV Viewers and Showtype Appeals Have Changed Through the Years

(TTVD 2/01/23) In-depth exploration of America's favorite program genres, including time spent and median age.

The Aging of Cable's Audience

(TTVD 2/01/23) Explores how cable's audience has aged at a greater rate than the general population since the 1990s.

What's the Latest on Multitasking While Watching TV?

(TTVD 2/01/23) Just how much of an impact does multitasking have on TV viewing? The answer may surprise you.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

How Commercial Length Affects Ad Impact on Linear TV

(TTVD 2/01/23) Presents our normative estimates of ad impact by commercial length.

How TV Ads Function Over Time

(TTVD 2/01/23) A hypothetical illustration of how ad impact plays out for a consumer.

Developing TV Ad Awareness

(TTVD 2/01/23) Explores the decline in TV ad awareness since 1980, and estimates current levels of ad awareness for high, average and low interest TV ad campaigns.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

Magazines

Media Shakeouts Are Nothing New

(ALERT 03/05/24) A brief history of how new mediums impacted existing ones, through the decades

The Demographic Appeal of Ad-supported Media

An Update on How We Spend Our Time

(ALERT 01/30/24) The Bureau of Labor Statistics (BLS) sheds new light on this important topic

OTS: A Myth That Needs Correcting

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

Media Buying

Why 18-49 and 25-54 Targeting?

(ALERT 02/20/24) Yes, 18-49/25-54 is a stupid way to target audiences, but not to worry; they aren't really targeting anybody in particular using such metrics

Refined TV Targeting: When Will TV Advertisers Change Their Ways?

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

Can TV's Upfront Be Reformed?

(TTVD 2/01/23) How advertisers can work around the upfront buying process to get a better fit for their brands.

Developing TV Ad Awareness

(TTVD 2/01/23) Explores the decline in TV ad awareness since 1980, and estimates current levels of ad awareness for high, average and low interest TV ad campaigns.

What Does Alternative Currencies Really Mean?

(ALERT 01/31/23) There can be only one currency and it must be about the audience that the advertiser thinks is being "delivered" for the brand's commercials

Media Planning

How TV Ad Reach Builds At Various GRP Levels

Let's Talk Targeting

(ALERT 7/18/23) An in-depth look into how media planning and buying approaches targeting

What A TV Ad Schedule's R&F Really Looks Like

(ALERT 05/02/23) MDI examines how TV ads actually work (when exposed) and how reach and frequency develops over the course of a month

Streaming Demographics Vary Sharply by Service

(TTVD 2/01/23) Don’t make assumptions about the audience you will get when using streaming as an advertising platform

How TV Builds Its Reach

(TTVD 2/01/23) An exploration of how linear TV develops reach over time over multiple channels. Includes trending.

Using Streaming to Build TV Reach

(ALERT 03/14/23) Explores how an advertiser might use streaming to compensate for losses in linear TV reach.

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.

Can TV's Upfront Be Reformed?

(TTVD 2/01/23) How advertisers can work around the upfront buying process to get a better fit for their brands.

Can TV Provide a Perfect Fit for All Advertisers?

(TTVD 2/01/23) The answer lies with examining the amount of TV viewing relative to the average target profile of advertisers. Can all brands eliminate "waste" audiences when they use TV?

How Commercial Length Affects Ad Impact on Linear TV

(TTVD 2/01/23) Presents our normative estimates of ad impact by commercial length.

Is It Really Possible to Control Frequency?

(TTVD 2/01/23) This honest assessment may surprise you.

Developing TV Ad Awareness

(TTVD 2/01/23) Explores the decline in TV ad awareness since 1980, and estimates current levels of ad awareness for high, average and low interest TV ad campaigns.

Estimating Ad Reach, Not Potential Audience

(TTVD 2/01/23) This report takes an honest look at how much of your potential audience might actually be exposed to your ads.

Media Profitability

Media Shakeouts Are Nothing New

(ALERT 03/05/24) A brief history of how new mediums impacted existing ones, through the decades

TV Ad Revenues

(TTVD 2/01/23) Explores the profitability of TV by platform, including local market ad revenues.

TV Incomes, Costs and Profits

(TTVD 2/01/23) Explores the state of linear TV in 2022.

Newspapers

The Demographic Appeal of Ad-supported Media

An Update on How We Spend Our Time

(ALERT 01/30/24) The Bureau of Labor Statistics (BLS) sheds new light on this important topic

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

Out-of-Home Media

Where Do We Watch TV?

(Alert 06/13/23) MDI's independent estimates provide insight into locations of linear viewing and streaming, including by age

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Digital Media Gains Among Branding Advertisers

(TTVD 2/01/23) Estimates of how branding ad dollars were spent by medium for 2017 and, on a preliminary basis, for 2022.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

Program Sources

Total Time Spent With TV By Type of Device

(TTVD 2/01/23) It's high time TV measurement looks beyond TV sets and includes digital means of viewing as well; includes data from 1960-2022.

How Do We Split the TV Viewing Pie?

(TTVD 2/01/23) MDI EXCLUSIVE: we size up the past and future of linear TV, cable and streaming viewership.

Radio/Audio

Media Shakeouts Are Nothing New

(ALERT 03/05/24) A brief history of how new mediums impacted existing ones, through the decades

The Demographic Appeal of Ad-supported Media

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

What's Your Margin of Error When It Comes to Understanding Media Research?

(ALERT 10/17/23) Although larger sample sizes increase stability when it comes to polling, it doesn't matter if you're failing to measure what we should be measuring

OTS: A Myth That Needs Correcting

Is TV's Sight, Sound and Motion Edge a Myth?

(ALERT 04/18/23) . We can't accept the nonsensical idea that ads in any medium other than TV have limited or no impact; newer ways to evaluate ad effectiveness deserve serious consideration

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Ad Exposure Levels by Medium

(TTVD 2/01/23) Covers potential and actual ad exposure, time spent with ads and proportion of attentive viewing time by medium.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Ad Attention Levels Across Platforms

(TTVD 2/01/23) MDI EXCLUSIVE! A look at attentiveness for six media: linear TV, streaming, digital video, radio, magazines and OOH

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

Reach/Frequency

Exclusive Reach By TV Platform

TV Platforms' Exclusive Reach

(ALERT 02/27/24) MDI's exclusive look at the trends of linear and streaming viewing per month

How TV Ad Reach Builds At Various GRP Levels

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

How Does Reach Relate to Ad Awareness?

(ALERT 7/25/23) The basic problem is that media planners deal with audience potentials (or so they believe), but not with ad impact

TVision Reports on CTV Usage By Service Type

(ALERT 5/16/23) TVision’s findings are in line with our reporting regarding CTV and its ability to woo ad dollars as well as subscribers

How Attentiveness Varies By Frequency Level

(ALERT 02/14/23) TVision explores the effects of frequency on whether people watch commercials

How TV Builds Its Reach

(TTVD 2/01/23) An exploration of how linear TV develops reach over time over multiple channels. Includes trending.

What's Your R&F Among Heavy and Light VIewers?

(TTVD 2/01/23) An updated look in light of streaming CTV, FAST and AVOD services becoming an important part of the TV usage mix for many branding advertisers

Using Streaming to Build TV Reach

(ALERT 03/14/23) Explores how an advertiser might use streaming to compensate for losses in linear TV reach.

Is It Really Possible to Control Frequency?

(TTVD 2/01/23) This honest assessment may surprise you.

Estimating Ad Reach, Not Potential Audience

(TTVD 2/01/23) This report takes an honest look at how much of your potential audience might actually be exposed to your ads.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

Streaming

Why Did Primetime Lose Its Young Viewers?

(ALERT 04/09/24) The broadcast TV networks have always equated size with quality, and in so doing, ignored the slow, steady rise of cable

Exclusive Reach By TV Platform

Lost Linear Viewers

(ALERT 03/19/24) A look at how many viewers various linear TV networks have lost since 2015

Leading Providers of TV Content

(ALERT 03/12/24) How America's total viewing time was divided among a number of leading streaming services, broadcast TV networks and cable channels in 2023

Media Shakeouts Are Nothing New

(ALERT 03/05/24) A brief history of how new mediums impacted existing ones, through the decades

TV Platforms' Exclusive Reach

(ALERT 02/27/24) MDI's exclusive look at the trends of linear and streaming viewing per month

The Demographic Appeal of Ad-supported Media

An Update on How We Spend Our Time

(ALERT 01/30/24) The Bureau of Labor Statistics (BLS) sheds new light on this important topic

TV's CPMs Climb Upwards

(ALERT 01/09/24) A tracking of primetime CPMs from 1970 to present reveals some shocking statistics

Are We Seeing Fewer TV Commercials? Gulp!

(ALERT 12/12/23) A comparison of pre-cable (1960s), post-cable (2010) and now paints a fairly chilling picture

TV Viewing By Program Genre

(ALERT12/05/23) MDI's latest estimates of American viewers' allocation of TV time by program genres shows the effects of streaming on linear TV viewing

Linear TV Profit Margins Slip

(ALERT 11/28/23) MDI's latest estimates of the 2023 incomes for the three main linear TV business sectors: the broadcast TV networks, cable channels and TV stations

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

Shedding Some Light on Co-viewing

(ALERT 10/10/23) MDI has tracked TV's viewer-per-set ratios since the very beginning; our latest table provides linear vs. streaming data

Is Pay TV At A Tipping Point?

(ALERT 10/03/23) MDI provides data reflecting the continuing migration of viewers away from linear TV into streaming, including time spent with various streaming options

The Changing Profile of TV's Heaviest Viewers

(ALERT 09/23/23) MDI estimates a slight reduction in the amount of time that today's heavy viewing adult—linear and/or streaming—devotes to the medium

The Future of Streaming

(ALERT 09/19/23) Despite a rosy forecast, streaming still needs to address such issues as better targeting, frequency capping and viewer interactions

OTS: A Myth That Needs Correcting

New TVision Insights About CTV

(ALERT 8/22/23) TVision’s platform exclusivity data sheds new light on how many viewers are not reached with linear TV

Primetime Upfront: Not Great, But Not So Bad Either

TV Attentiveness Averages Can Be Misleading

(ALERT 08/08/23) It's not the amount of exposure, but rather a brand's campaign strategy that is going to have the most impact

Let's Talk Targeting

(ALERT 7/18/23) An in-depth look into how media planning and buying approaches targeting

Variations In Our TV Diet By Platform

(ALERT 07/11/23) MDI's EXCLUSIVE average weekly hours of viewing for linear, AVOD/FAST and SVOD by program genres

The Role of Originals in Streaming

(ALERT 6/27/23) Original programming will be just one factor as streaming evolves to look more like linear TV

Predictions, Predictions

(ALERT 06/20/23) MDI forecasts linear vs. streaming time spent and ad spend through 2025

Where Do We Watch TV?

(Alert 06/13/23) MDI's independent estimates provide insight into locations of linear viewing and streaming, including by age

TVision Reports on CTV Usage By Service Type

(ALERT 5/16/23) TVision’s findings are in line with our reporting regarding CTV and its ability to woo ad dollars as well as subscribers

Let's Slow Down With FASTs

(ALERT 5/09/23) FASTs face daunting problems and advertising alone won't make them the "new cable"

CTV Ad Attentiveness Update Offers New Insights

(ALERT 03/28/23) Yahoo and Publicis Media, together with TVision, produce CTV ad viewing and receptivity findings

How We Divide Our TV Time By Program Genre

(ALERT 3/21/23) Presents weekly adult consumption of TV show genres, including by select demographic segments

CTV Attentiveness Findings For 2022

(Alert 03/07/23) TVIsion's 2022 panel data show the growth of CTV viewing, including attention paid to advertising. (2 pages text; 4 tables)

Which Companies Control Our TV Viewing?

(ALERT 02/07/23) MDI EXCLUSIVE look at viewing broken out by broadcast network shows, their O&O station content, their cable channels and their streaming ventures

Streaming Demographics Vary Sharply by Service

(TTVD 2/01/23) Don’t make assumptions about the audience you will get when using streaming as an advertising platform

Total Time Spent With TV By Type of Device

(TTVD 2/01/23) It's high time TV measurement looks beyond TV sets and includes digital means of viewing as well; includes data from 1960-2022.

How Do We Split the TV Viewing Pie?

(TTVD 2/01/23) MDI EXCLUSIVE: we size up the past and future of linear TV, cable and streaming viewership.

Does SVOD Attract More Co-viewing?

(TTVD 2/01/23) Nielsen confirms this but the question remains: how does this benefit advertisers?

What's Your R&F Among Heavy and Light VIewers?

(TTVD 2/01/23) An updated look in light of streaming CTV, FAST and AVOD services becoming an important part of the TV usage mix for many branding advertisers

Using Streaming to Build TV Reach

(ALERT 03/14/23) Explores how an advertiser might use streaming to compensate for losses in linear TV reach.

TV Ad Revenues

(TTVD 2/01/23) Explores the profitability of TV by platform, including local market ad revenues.

How Ad-supported TV GRPs and Ad Spend Will Flow to Streaming

(TTVD 2/01/23) Projections on adult TV viewing time and share of ad GRPs by platform for 2022-27.

How TV Viewers and Showtype Appeals Have Changed Through the Years

(TTVD 2/01/23) In-depth exploration of America's favorite program genres, including time spent and median age.

Variations in Ad Attentiveness by Program Type

(TTVD 2/01/23) Estimates of the differences in average commercial attention levels by linear TV genres.

CTV Scores Commercial Attention Gains

(TTVD 2/01/23) MDI examines ad message viewing stats and discusses possible reasons for this improvement, including averages for 12 CTV ad platforms.

How Much Time Do We Spend With Ads?

(TTVD 2/01/23) Average adult's daily time spent with editorial and ads, including breakdowns for full attention levels.

Time Spent With Media

Why Did Primetime Lose Its Young Viewers?

(ALERT 04/09/24) The broadcast TV networks have always equated size with quality, and in so doing, ignored the slow, steady rise of cable

Lost Linear Viewers

(ALERT 03/19/24) A look at how many viewers various linear TV networks have lost since 2015

Leading Providers of TV Content

(ALERT 03/12/24) How America's total viewing time was divided among a number of leading streaming services, broadcast TV networks and cable channels in 2023

The Demographic Appeal of Ad-supported Media

An Update on How We Spend Our Time

(ALERT 01/30/24) The Bureau of Labor Statistics (BLS) sheds new light on this important topic

Why Quintiles As a Metric?

(ALERT 01/23/24) We take a look at the way quintile studies might offer more valid comparisons if they used common timeframes and if they accounted for the fact that some people aren't reached at all

TV Viewing By Program Genre

(ALERT12/05/23) MDI's latest estimates of American viewers' allocation of TV time by program genres shows the effects of streaming on linear TV viewing

Debunking Media Myths

(ALERT 11/07/23) Including: Without Sports, Linear TV Is Doomed; Frequency Can Be Controlled; Digital Media Dominates Advertising

Variations In Our TV Diet By Platform

(ALERT 07/11/23) MDI's EXCLUSIVE average weekly hours of viewing for linear, AVOD/FAST and SVOD by program genres

Predictions, Predictions

(ALERT 06/20/23) MDI forecasts linear vs. streaming time spent and ad spend through 2025

How We Divide Our TV Time By Program Genre

(ALERT 3/21/23) Presents weekly adult consumption of TV show genres, including by select demographic segments

Which Companies Control Our TV Viewing?

(ALERT 02/07/23) MDI EXCLUSIVE look at viewing broken out by broadcast network shows, their O&O station content, their cable channels and their streaming ventures

Total Time Spent With TV By Type of Device

(TTVD 2/01/23) It's high time TV measurement looks beyond TV sets and includes digital means of viewing as well; includes data from 1960-2022.

How Do We Split the TV Viewing Pie?

(TTVD 2/01/23) MDI EXCLUSIVE: we size up the past and future of linear TV, cable and streaming viewership.

How TV Viewers and Showtype Appeals Have Changed Through the Years

(TTVD 2/01/23) In-depth exploration of America's favorite program genres, including time spent and median age.

What's the Latest on Multitasking While Watching TV?

(TTVD 2/01/23) Just how much of an impact does multitasking have on TV viewing? The answer may surprise you.

Comparing the Media--The Basics

(TTVD 2/01/23) Cross platform comparisons of time spent, reach, demographics and CPMs.

How Many Ad Messages Do We Really See?

(TTVD 2/01/23) MDI delivers its annual estimates and commentary on fact vs. fiction.

Upfront CPMs/Spending

Linear TV Profit Margins Slip

(ALERT 11/28/23) MDI's latest estimates of the 2023 incomes for the three main linear TV business sectors: the broadcast TV networks, cable channels and TV stations

Primetime Upfront: Not Great, But Not So Bad Either

Do Upfront TV Time Buyers Need to De-Duplicate Reach?

(ALERT 05/06/23) MDI explains how media planning and the upfront works to shed light on this question.

How The TV Networks Can Score More Ad Dollars

(ALERT 04/04/23) MDI's EXCLUSIVE examination of the situation that traditional broadcast and cable TV networks are facing as the volume of viewing time gradually shifts to streaming

Upfront CPM Trends By Daypart

(TTVD 2/1/23) Includes 2022 findings and trending for broadcast, syndication and cable.

Is TV's Upfront Still Viable?

(TTVD 2/01/23) An in-depth review of the TV upfront, including annual sales and CPM trends.