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Television

October Broadcast and Streaming Viewership Trends: A Nielsen Perspective

2024-11-19

New York witnessed a notable upward trend in broadcast viewership during October, as per the data from "The Gauge" by Nielsen. This growth was fueled by increases in both sports and drama viewing, presenting an interesting landscape in the television viewing arena.

Uncover the October TV Viewership Dynamics with Nielsen

Sports Viewership in October

In October, sports viewing witnessed a significant 10% bump. NFL games, once again, dominated the top broadcast telecasts, with the Week 7 matchup between the Kansas City Chiefs and the San Francisco 49ers drawing an impressive 27 million viewers on FOX. Outside of football, college football and MLB playoff games also contributed to a 52% boost in sports viewing. On a yearly basis, cable sports was up 14%, highlighting the continued popularity of sports on television.This surge in sports viewership can be attributed to the intense competition and the excitement surrounding various sporting events. Fans were glued to their screens, eager to catch every moment of the action. The success of these sports programs not only attracts a large audience but also has a significant impact on advertising revenues and the overall television ecosystem.

Drama Viewership in October

Drama programs saw an astonishing 29% increase in viewing during October. This growth indicates the enduring appeal of drama series among viewers. These shows have the ability to captivate audiences with their engaging plots, complex characters, and emotional depth.For example, certain drama series manage to create a loyal fan base that looks forward to each new episode. The increase in drama viewership suggests that viewers are still drawn to the immersive world of drama and are willing to invest their time in watching these programs. It also showcases the diversity and quality of drama content available on television.

Cable Viewership in October

Cable viewing accounted for 26.3% of total TV usage in October, with a 0.2-point positive share change since April. News viewing saw a 5% gain, particularly driven by the Vice Presidential Debate on October 1 and the month-long coverage leading up to Election Day. Sports viewing also experienced a 52% boost, with NFL Monday Night Football, college football, and MLB playoff games being the main contributors.The top cable telecasts in October were dominated by sports and news programs. The NFL Monday Night Football game between Kansas City and New Orleans on ESPN attracted 14 million viewers, while FOX News Channel's presentation of the VP Debate drew 7.9 million viewers. This shows the strong hold of these types of programs on cable television and their ability to attract a significant audience.

Streaming Viewership in October

Streaming viewership in October was relatively stable compared to last month, with eight of the 11 reported streaming services showing minimal changes within 0.1 share point. The Roku Channel saw a 12% increase and added 0.2 share points to reach 1.8% of television, a high point for the FAST service.Netflix, on the other hand, was down 4% with 7.5% of TV but still managed to top the list of streaming originals with Love Is Blind, which had 4.4 billion viewing minutes. This highlights the competitive nature of the streaming market and the importance of having popular original content.It's important to note that a portion of Hulu's viewing (estimated at approximately 25%) was mistakenly attributed to Disney+ during this period. However, this issue was resolved at the end of October and will not affect the October Media Distributor Gauge.The measurement month of October 2024 encompassed four weeks from 09/30/2024 through 10/27/2024, with Nielsen measurement weeks running from Monday to Sunday. This provides a comprehensive view of the television viewing patterns during this specific month.

TORONTO — In a significant move within the Canadian media sphere, multi-channel advertising platform StackAdapt has joined forces with the proprietor of the Crave OTT platform, which serves as the home for HBO programming in Canada. Additionally, it has partnered with MVPD-distributed sports network TSN and broadcast network CTV. This alliance enables the seamless integration of StackAdapt's premium inventory across a diverse range of channels including connected TV, display, video, digital out-of-home, and audio channels. The iHeartMedia brands it operates across Canada are also involved in this extensive partnership.

Uniting Premium Inventory Across Multiple Canadian Media Platforms

StackAdapt's Partnership with Crave OTT Platform

StackAdapt's collaboration with the Crave OTT platform marks a crucial step in the Canadian media landscape. By partnering with this platform, which is the go-to destination for HBO programming in Canada, StackAdapt gains access to a vast audience. This allows advertisers to reach a highly targeted demographic with their messages. The integration of StackAdapt's premium inventory onto the Crave OTT platform provides a seamless viewing experience for consumers while offering advertisers a unique opportunity to connect with them. For example, during popular HBO shows, advertisers can showcase their products or services in a way that is both engaging and relevant. This partnership not only enhances the viewing experience for Crave OTT users but also opens up new avenues for advertisers to reach their target audiences.

Partnership with MVPD-Distributed Sports Network TSN

The partnership with MVPD-distributed sports network TSN brings a whole new dimension to StackAdapt's portfolio. Sports programming has a massive following in Canada, and by associating with TSN, StackAdapt can tap into this passionate audience. Advertisers can now leverage the power of sports programming to promote their brands and products. During live sports events, there is a high level of viewer engagement, and this presents an ideal opportunity for advertisers to make a lasting impression. For instance, during a major hockey game, advertisers can display their ads in strategic locations within the TSN broadcast, ensuring maximum visibility and impact. This partnership between StackAdapt and TSN is set to revolutionize the way sports advertising is done in Canada, providing advertisers with a more targeted and effective approach.

Partnership with Broadcast Network CTV

The collaboration with broadcast network CTV further expands StackAdapt's reach across the Canadian media landscape. CTV is a household name in Canada, with a wide viewership. By integrating StackAdapt's premium inventory onto the CTV network, advertisers can gain exposure to a massive audience on a daily basis. This allows for consistent brand messaging and increased brand awareness. During prime-time programming on CTV, advertisers can showcase their offerings in a way that complements the content being aired. For example, during a popular drama series, advertisers can insert their ads in a way that is seamless and does not disrupt the viewing experience. This partnership with CTV provides StackAdapt with a powerful platform to reach a broad audience and deliver value to advertisers.

Involvement of iHeartMedia Brands in Canada

The inclusion of iHeartMedia brands in Canada adds another layer of diversity to StackAdapt's partnership. iHeartMedia has a strong presence in the Canadian market and operates a wide range of radio stations and digital platforms. By integrating StackAdapt's inventory with iHeartMedia's channels, advertisers can reach consumers through multiple touchpoints. This multi-channel approach ensures that brands are exposed to a wider audience and increases the likelihood of reaching potential customers. For instance, during a morning drive-time radio show on an iHeartMedia station, advertisers can run short audio ads that capture the attention of listeners. Additionally, the digital platforms associated with iHeartMedia provide opportunities for display and video ads to reach a younger and more tech-savvy audience. This partnership with iHeartMedia further strengthens StackAdapt's position in the Canadian media market and offers advertisers a comprehensive advertising solution.