TV and Mobile Device Usage: Two Sides of the Coin

Today’s guest post on Discovery Blog is from Pam Pearce, Senior Director of Ad Sales Research, for Discovery Communications. Is simultaneous usage of personal mobile devices competition for or a complement to “traditional” television viewing? The quick answer to that question is, “it depends.” There are those who point out that the ever-increasing number of mobile devices used while watching TV (which we’ve defined for this study as viewership on…

TV Gets More Social…in Many Different Ways

Today’s guest post on Discovery Blog is from David Ernst, Vice President of Ad Sales Research, and Julia Goorin, Senior Research Analyst, at Discovery Communications. Social platforms and activity have become a part of everyday life, with many individuals entering their second decade of connecting digitally. During this time, television has become an increasingly more important focus of the social conversation. Recent studies by Nielsen show that the number of…

Guest Post: The Convergence of Social Media and TV

Today’s guest post on Discovery Blog is from Pam Pearce, Senior Director of Ad Sales Research, for Discovery Communications. TV watching has always been an inherently social experience. However, over the past few years, the rapid growth of social media platforms and the recognition of this by programmers has significantly changed the way many viewers watch television. According to Nielsen, nearly half of U.S. smartphone and tablet owners use their…

Watching It My Way: Multiscreen Viewers Want It All

Today’s guest post on Discovery Blog is from Pam Pearce, Senior Director of Ad Sales Research,  for Discovery Communications. Watching it My Way: Multiscreen Viewers Want it All There has likely not been a time since the inception of television during which the fundamental aspects of the medium have changed as rapidly and dramatically as they have recently.  As we’ve written about in earlier editions, a television set is no…

Discovery Study: How Parents Find Quality Family Time in a Multi-Screen Home

Today’s guest post on Discovery Blog is from Teresa Chairsire,  Research Manager of Ad Sales Research,  for Discovery Communications. MY 18-MONTH-OLD NIECE IS AN EARLY ADOPTER How Parents Find Quality Family Time in a Multi-Screen Home My 18-month-old niece knows how to find what she wants on YouTube. She picks up my sister’s iphone, presses the button for Siri and says “I want Elmo”. Like many new parents in the…

Discovery Study: OTT is HOT…for the Fast-Forward Crowd

Today’s guest post on Discovery Blog is from Pam Pearce, Senior Director of Ad Sales Research, and David Ernst, Vice President of Ad Sales Research, for Discovery Communications. A growing number of viewers are saying, “I want my OTT.” But so far, it is not for everybody. The number of people using over-the-top (OTT) or connected devices to watch television is ramping up quickly[1]. Through research, including our October 2012…

Viewers LIKE (Love) TV…Everywhere!

Today’s guest blog post is from David Ernst and Pam Pearce from Discovery Communications’ Ad Sales Research team, based on a study managed by Discovery’s Kerry O’Brien. There is no question that television audiences today have more choices than ever – not only do a rapidly expanding number program options exist, but so do the number of ways that a viewer can choose to watch content.  The permutations are now…

The Shift in Time-Shifted Viewing

Today’s guest blog post is from Rob Bienes of Discovery Communications’ Ad Sales Research team. With the increase in DVR penetration, it would be natural to expect to see more time-shifted viewing and more fast-forwarding through commercial breaks.  However, when Discovery Communications examined prime time viewing for the first four months of 2012, we were surprised to find that that was not necessarily the whole story. The impact of time…

Online Ratings: A First Step Toward More Comparable Media Decisions

Today’s guest blog post is from David Ernst of Discovery Communications’ Ad Sales Research team.  Recently, both Nielsen and comScore have introduced new online ratings capabilities to advertisers for the evaluation of digital campaigns. These moves are designed to deliver on the promise of putting online advertising on a more level playing field with other media, especially television. Since the early days of the Internet, major advertisers decried the lack…

Defining Success for Brands Through Social Media

Today’s guest blog post is from David Ernst, Kerry O’Brien and Pam Pearce on Discovery Communications’ Ad Sales Research team, with special thanks to the Discovery Research and Social Media teams. You can also read about the study detailed below in MediaPost’s coverage. While brands of all sizes grapple to determine the payout of social investments – from human capital to advertising, new research conducted by Discovery Communications (download the…