Written by: Roshan Dwivedi
Tablet and VOD viewing continues to beef up ratings for TV series, particularly when folded into live+same day viewing and four-week old DVR ratings. That was one of the takeaways from ABC’s luncheon panel “Videobiquity” on multiplatform viewing, and while there’s no shock there, the network like many continues to dissect and analyze the audience in this everchanging medium in order to sell advertisers and the public at large on the exact size of a show’s popularity.
For the 2014/15 season, online/VOD consumption drives Scandal to an overall 5.7 rating in the 18-49 demo across all platforms, with a 1.23 rating coming from VOD/online alone. Grey’s Anatomy was second with a 5 rating in 18-49 pulling and a 1.15 rating from VOD/online. Most multiplatform ratings for notable ABC shows, when calculated, repped triple-digit surges over their live+same day ratings, as seen in the chart below.
In addition, the share of VOD-online viewing for ABC premieres have increased greatly. While the first episodes of Nashville and Once Upon a Time both drew 80% live-same day viewers and 20% online/VOD viewers; the debuts of Marvel’s Agents of S.H.I.E.L.D. attracted 25% VOD/online while How to Get Away With Murder drew 33% VOD/online. In sum, those who begin watching ABC series online or VOD are more apt to watch the shows again in any format.
Those women taking in ABC shows via VOD service and ABC.com are not only younger, but wealthier too, as opposed to those who watch on TV. Median age for those watching TV is 55 with upscale index of 107, while those watching VOD are 43 year old on average with an upscale index measure of 130. Those taking in ABC.com are 41 with an upscale of 110.
One of the first slides, showed an odd trend in regards to the distribution of minutes across platforms: While mobile/tablet usage remained consistent with audiences at 23% between the 2013/14 season and 2014/15 season, connected TV shares went up from 32% to 48%. Reading the finer print, connected included TV viewed on game consoles, Roku and Apple TV boxes.
Bingeing remains a term that requires definition per the ABC research team: Is bingeing watching an entire season in one day or watching three episodes at various intervals?
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