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Tremendous Bowl, Winter Olympics and information present a lift to TV viewing throughout a historically slower TV month – Nielsen


February TV engagement at all times lags January, which shines because the heaviest viewing month of the 12 months. This 12 months was no exception, regardless of the trifecta of the Tremendous Bowl, the Winter Olympics and the elevated demand for information of Russia’s invasion of Ukraine late within the month. January 2022 was a five-week month, together with the heavy utilization week proper after Christmas, which amplified its TV viewing prowess, leading to a good larger dip in February 2022 TV viewing than common: viewing was down 5.7% from January, under the 5% common over the previous 5 years.

January 2022 set the bar very excessive, as streaming surged and broadcast boomed to offer an 8% bump in whole viewership. However February wasn’t with out its excessive factors, because the Tremendous Bowl gave broadcast a leg up over the streamers having fun with its highest weekly share of viewing (28.7%) since October 2021. As is typical when international information breaks, cable and broadcast information viewing spiked in late February when Russia invaded Ukraine. Cable viewing elevated 54% in week 4, serving to cable information acquire one-fourth of all cable viewing (up from 16%-17%). Comparatively, broadcast information elevated by 6.3% to fifteen.3% within the closing week of the month, elevating the style to second-largest behind drama. 

Whereas the Winter Olympics definitely boosted sports activities viewing within the month, a have a look at week-by-week broadcast viewing within the sports activities occasions style highlights the impression of Tremendous Bowl LVI.

The sports-heavy month was additionally a lift for streaming, as Peacock utilization hit all-time highs, because it carried each the massive sport and the winter video games. Peacock utilization peaked throughout Tremendous Bowl week, whereas remaining strong in the course of the Olympics. Exterior of sports activities, nevertheless, streaming’s share of viewing was largely flat month-over-month.

February was massive for video gaming, because the “different” class gained nearly a full share level as a consequence of elevated time shoppers spent video gaming in the course of the President’s Day vacation, and different winter breaks across the nation, amplified by the extremely anticipated launch of video games like Elden Ring, Horizon Forbidden West and Future 2.

Take me to the methodology particulars under.

Watch the video to listen to Brian Fuhrer, SVP, Product Technique at Nielsen present a behind the scenes have a look at among the viewing adjustments underpinning The Gauge.

METHODOLOGY AND FREQUENTLY ASKED QUESTIONS

The Gauge supplies a month-to-month macroanalysis of how shoppers are accessing content material throughout key tv supply platforms, together with Broadcast, Streaming, Cable and Different sources. It additionally features a breakdown of the main, particular person streaming distributors. The chart itself reveals the share by class and of whole tv utilization by particular person streaming distributors.

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