One of the biggest news headlines seen in print and digital publications this week has placed a magnifying glass on Nielsen data that show total broadcast viewing dipping by 3.6% in July 2023, to just 20% of all TV viewing — representing a new low.
Now, the TVB is challenging the widely disseminated findings in “The Gauge” by stating it simply lacks “the key data needed by advertisers” for them to fairly finalize their media buying and planning activities.
In a statement released Thursday morning, TVB President/CEO Steve Lanzano said that Nielsen’s monthly report known as “The Gauge Report” indeed provides a snapshot of the content and programming that audiences are watching on a television screen, including broadcast, cable and streaming platforms. However, he noted that “The Gauge” streaming numbers include all SVOD subscribers — those who do and don’t receive ads.
“For most SVOD platforms subscribers viewing ads are a far smaller segment of the overall total viewing,” Lanzano said.
He then pointed to data in the July 2023 report that show Netflix representing 8% of total U.S. viewing. However, Lanzano noted, “Last month it was reported that Netflix stated that 1.5 million of its U.S. subscribers can view commercials, which approximates just 2%-3% of its U.S. subscribers. So, while streaming TV viewing is prevalent, an overwhelming majority of streaming viewers don’t see commercials. Advertisers need these facts when considering streaming media investments.”
Lanzano’s comments came as Nielsen detailed overall TV usage as it measures it during the month of July — a period in time when, traditionally, first-run programming is scant. Add in limited live programming of wide appeal, and viewing among adults 18 and older was statistically flat.
Suits, streaming on Netflix and Peacock years after concluding its original USA Network run, and Bluey on Disney+, were the most watched programs in July. Suits, however, set new viewing records for an acquired title, amassing almost 18 billion minutes. In aggregate, the heavy viewing levels pushed streaming’s share of TV to 38.7%, a new record, with Amazon Prime Video, Netflix and YouTube all hitting all-time highs.
In contrast, the FIFA Women’s World Cup provided a boost at the end of a month traditionally slow when it comes to sports, with limited golf, tennis and Major League Baseball games the bigger draws. As such, drama remained the most watched category, capturing 25.7% of viewing. This meant overall total broadcast viewing was down to that new low. On a year-over-year basis, broadcast usage was down 5.4%, Nielsen reports.
