Nielsen TV: Loyal TV Viewers are the Desirable Viewers

The video content landscape is expanding rapidly, but television still accounts for the lion’s share of our viewing time. At the beginning of 2014, we noted that Americans continue to watch more than five hours of traditional television per day. But as platforms diversify and channel options increase, TV broadcasters need to be aware of audience size as well as repeat viewership. That’s where loyalty comes in to play. Viewer loyalty—akin to brand loyalty—could be a pivotal commodity for marketers looking to find value in a quickly fragmenting space. So what types of shows are viewers most loyal to? And how is loyalty measured, anyway? Mike Hess, EVP of Media Analytics, explains.