Nielsen Total Audience Report Q1 2017

Nielsen released the data for Q1 with a specific focus on how each generation consumes media.

Time spent by platform in Q1 (2016 vs. 2017):
1) Live TV — 4h 21m (↓ 5%)
2) Mobile — 2h 19m (↑ 40%)

Bottom line. People are spending more time in front of screens which is why you see 40% growth in mobile with only a 5% decline in live tv.

The challenge for advertisers is budgeting between the various screens.

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