Also known as the “Big Game” in the U.S., the Super Bowl is typically one of the most viewed TV moments. In fact, in 2024 Super Bowl LVIII, featuring the Kansas City Chiefs and the San Francisco 49ers, had the largest TV audience for a single-network telecast. It’s also a sports event that audiences will frequently watch together. But it’s not the only programming audiences gather for. Our research shows that Americans watch TV with other people (friends, family, even strangers at the bar) 47% of the time, on average, and alone the rest of the time.
Menonton bersama-menonton TV dengan setidaknya satu orang lain di sekitar-merupakan bagian integral dari pengalaman menonton TV dan merupakan konsep yang mudah dipahami, tetapi tidak mudah untuk diukur. Akibatnya, beberapa perencana media masih menggunakan faktor menonton bersama yang datar sebagai jalan pintas untuk mengonversi metrik perangkat ke pemirsa individu. Apa yang dimaksud dengan faktor penayangan bersama? Berikut ini sebuah contoh: Anda seharusnya mengharapkan 1,2 pemirsa per layar TV pada jam 2 siang dan 1,5 pada jam 8 malam. Di pasar TV yang berubah dengan cepat dan sangat terfragmentasi saat ini, hal itu tidak lagi cukup.
Untuk mengilustrasikan betapa tidak memadainya faktor menonton bersama secara datar, mari kita lihat aktivitas menonton bersama selama program olahraga selama beberapa tahun terakhir.
Penayangan bersama untuk program olahraga sangat bervariasi dari waktu ke waktu
Figure 1 shows the co-viewing rate (the percentage of total viewing time spent co-viewing rather than viewing alone) for all TV viewers in the U.S. from September 2022 to August 2024, across all sports programming and regardless of platform (broadcast, cable and streaming). The month-to-month variations are substantial, dipping as low as 37% in August 2023 and reaching close to 50% in January and February of 2024.
The peaks correspond to tentpole sporting events, like the Super Bowl or Copa América, but marquee events taking place outside of the U.S. led to comparatively poor co-viewing rates. That doesn’t mean that the 2022 FIFA World Cup in Qatar and the 2023 Women’s World Cup in Australia and New Zealand had poor ratings in the U.S.—quite the opposite, in fact—but it’s more difficult to gather family and friends to watch the matches when they’re broadcast in the middle of the night or in the early morning. As for March Madness, it seemed to attract more alone viewing than average, even though we can see a small bump in co-viewing associated with the record-breaking 2024 tournaments.
Kesenjangan utama dalam melihat bersama berdasarkan demografi
Tingkat menonton bersama juga sangat bervariasi menurut kelompok demografis. Untuk periode waktu dua tahun yang sama, gambar 2 menunjukkan kesenjangan 20 poin dalam menonton bersama untuk program olahraga antara pemirsa Hispanik dan Kulit Hitam, dan kesenjangan 10 hingga 15 poin antara pemirsa yang lebih muda dan lebih tua.
Household size is a factor (Hispanic viewers live in larger households), but there are cultural factors at play as well. For instance, young adults might be more willing to go out and watch sports broadcasts with groups of friends. They’re watching considerably less TV than their older counterparts, especially linear TV, but the little they’re watching, they’re doing as a group.
Bagaimana olahraga dibandingkan dengan genre program lainnya?
Pada gambar 3, kami sedikit melebarkan lensa untuk membandingkan menonton bersama selama program olahraga dengan menonton bersama untuk genre program top lainnya, seperti drama, berita, dan variety show.
We can see that over that same two-year time period, children’s shows consistently produced more co-viewing than sports—not surprising considering that kids, especially young kids, often have a parent around when they’re watching TV—and showed more stability over time as well. Game shows performed really well too, a good reminder of the effect that streaming has had in recent years in broadening the genre’s appeal beyond its traditional (read: older) linear TV audience. And the rest of the top programming genres stayed within a narrow co-viewing band just above the 30% mark.
Implikasi utama bagi pengiklan dan pemilik media
Kesimpulan apa yang bisa Anda tarik dari wawasan di atas?
- First and foremost, there’s no such thing as a flat co-viewing factor. That’s clearly evident when we look at sports, but there are subtle variations for other genres as well (and more so if we start to drill down at the program level).
- If you’re an advertiser planning to target a specific demographic group or a more advanced audience, you should throw your co-viewing assumptions out the window and get your hands on co-viewing insights based on actual real-life behavior for that target group.
- If you’re a media owner, understanding whether people are watching alone or with other people can help you finetune your own shows and improve how you monetize your audiences.
Siap menjelajahi seperti apa sebenarnya menonton bersama di dunia Anda?
In a recent blog post, we reviewed how Nielsen’s co-viewing calculations rely on robust people-based measurement solutions inside and outside the house, as well as advanced algorithms to assign viewership to individuals when the only available data comes from devices, as is typically the case with big data from set-top boxes and smart TVs.
Learn more about how and when audiences watch television, or contact us to discover how to use co-viewing to your advantage.
