by Wayne Friedman, 5 hours ago
Local TV markets can vary greatly when it comes to their share of live TV watching versus time-shifted and other video-on-demand viewing.
Pittsburgh viewers have the biggest percentage of prime-time live viewing -- at 70%. Philadelphia is next at 68%, followed by Minneapolis at 62% and New York and Baltimore, each with 61%, according to Nielsen.
Looking at the lowest percentage of live viewing, Dallas is No. 1 (44%), followed by Houston (47%), and Los Angeles (49%). All those markets register less than half their TV viewing in live TV programming.
In addition, Dallas is the only market in the top 25 that has a higher percentage of time-shifted viewing (47%) to that of its live viewing (44%). Plus, 9% of its viewing comes from video on demand. Houston and Los Angeles also have hefty amount of time-shifted viewing in prime time -- 44% for Houston and 45% for Los Angeles.
When it comes to the top 25 markets in prime time, 56% view TV shows live, 34% time-shift within seven days and 10% go to video-on-demand. Nielsen time shifted/live prime-time data from its June 2014 NPower report. In terms of overall results, total day live viewing, Pittsburgh is also at the top of the list, along with Detroit, both at five hours and 19 minutes. Tampa is at 5:16 and Philadelphia 5:16.
At the other end of the spectrum are San Francisco, three hours and 27 minutes, followed by Denver, 3:37; Seattle, 3:39; and Los Angeles, 3:49.
St. Louis (49 minutes), Detroit and Orlando (each with 46 minutes) and Cleveland (45 minutes) register the highest time-shifted viewing overall.
This research is from a Nielsen report of 25- to-54-year-olds in May 2014.
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