Company

Shift Happens

Esther Maguire

April 28, 2020

VideoAmp Solutions Help Identify, Track & Measure Migrating Audiences

VideoAmp’s measurement-first software utilizes our commingled TV Viewership data to measure content consumption across Linear TV and digital OTT. Our skew-corrected datasets provide quality TV viewership data in near-real time, enabling brands to better understand who their audiences are, where best to reach them, and how to maximize their investment across channels.

As viewership continues to shift and audiences migrate away from traditional consumption behaviors, VideoAmp is actively monitoring these changes to craft prescriptive insights that drive results. 

Linear is up, and continues to rise. Things like free trials for streaming services and an abundance of additional viewing resources has contributed to viewers shifting to alternative ways to watch TV. Given the continued rise and viewer proclivity for binge watching, this shift is something expected to continue as we come out of quarantine.

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In looking at Total US households, we’ve measured the programs viewers have shifted to since sheltering in place. Without offices to rush home from or social events to consider, Ellen’s Game of Games (+44.5%) and the Bachelor (+31.2%)  are seeing a spike in viewership.

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Measuring changes in genres, we can see again that viewers are migrating to more informational and entertaining content, like Home Garden, which is topping the list. It seems as if audiences have had their share of doom and gloom and are looking for ways to occupy their time in a more “feel good” manner.

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Where have sports viewers shifted their consumption to, now that the games have been cancelled or postponed? An advanced “Heavy Sports Viewers” audience uncovered the top networks these viewers have migrated to. Women are seemingly taking back control of the remote, as we see an increase in traditionally female skewed networks, including TVLand, E! And DIY.

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Actionable insights, especially in unpredictable environments, enable brands to inject flexibility into their marketing initiatives and optimize their media investment as effectively as possible. Learn more about how you can apply VideoAmp’s TV insights to drive results.