Adult television viewers in the Mobile/Pensacola area rank third in the country in the average time spent watching TV news, according to a survey of code reader markets released by The Nielsen Company.
Code readers are used in 14 smaller television markets around the country. The devices track audio codes to determine household viewing. It’s important to note that if you watch a program, and the audio is muted, the code readers cannot detect you watched the program.
Local News Viewing
The survey, The Nielsen Local Watch Report, determined that viewers, 18 years old and older in Mobile/Pensacola watch an average of 7 hours, 8 minutes of news every week. Most of that, 3 hours 10 minutes, involves cable news. Local news accounts for 2 hours, 32 minutes of the total; national broadcast news adds up to one hour, 26 minutes.
Daily Television Use
When it comes to daily television use, Mobile/Pensacola comes in second nationally among adults 25 to 54 years old in code reader markets. Viewers here watch an average of 4 hours, 38 minutes of live TV per day, and 46 minutes of programs that were “time-shifted”, i.e. recorded and watched later.
In a year to year comparison, from February, 2016 to February, 2017 of persons 25 to 54 years old, daily live television viewing in Mobile/Pensacola declined from 4 hours, 53 minutes in 2016 to 4 hours, 38 minutes in 2017. Time-shifted watching increased by a minute from 45 minutes to 46 minutes.
Justin LaPorte, Vice President of Audience Insights for Nielsen said, “Adults reached by local news on TV surpasses the reach of people consuming news on smartphones and PCs 4 to 1.”
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