The Resilience of Traditional TV in a Multi-Screen World
By Betsy Rella, VP of Research and Data, New York Interconnect
The narrative around TV viewership often centers on its decline. But the truth is more nuanced. Despite the rise of streaming, people still watch traditional TV for an average of four hours daily. eMarketer expects that to continue well into 2025, with time spent remaining above four hours daily. This isn’t just a lingering habit—it’s a significant opportunity for marketers.
There’s a misconception that no one subscribes to traditional TV anymore while the data tells a different story. On average, according to Nielsen, households in the New York market watch 18 networks monthly, with 92 percent of ad-supported cable viewing done live. This live viewing is critical for advertisers, ensuring their messages are seen in real-time, not skipped.
Thus, marketers focusing solely on streaming miss a large and lucrative segment. In markets like New York, Nielsen estimates 64 percent of households still have traditional TV service, compared to 57 percent nationally. Even when broadband-only households are increasing, most stick with cable, satellite, or telco services, and, more importantly, 44 percent of households in the NY DMA are “cord stackers,” meaning they kept their traditional pay TV service while they also use streaming services to watch TV content – thus allowing themselves the best of both worlds.
Consider the time spent. While traditional TV’s share of daily viewing time is slowly declining, it’s still substantial. In 2024, eMarketer estimates that traditional TV accounts for 43 percent of daily video consumption. Compare that to subscription OTT at 27 percent, social media at 12 percent, and YouTube at 9 percent. Traditional TV remains a key player, given its signature programming and core audience.
Sports play a big role in this. Live sports events are still a major draw, with large numbers tuning in to watch games in real-time. In 2024, Nielsen estimates that the Knicks’ Round 2 playoff games averaged 393,000 impressions among the A25-54 demographic in the NY DMA, with peaks reaching 528,000 impressions during crucial moments. This is important for advertisers as live viewing means ads are being seen, not skipped. It’s also about the co-viewing experience. People don’t watch sports alone; they watch with family and friends, amplifying the reach and impact of ads.
The audience sticking with traditional TV isn’t limited to just one group, as older and younger audiences continue to watch ad-supported TV shows either live or time-shifted. While A18-34 rely on traditional TV for college and professional sports, it’s important to note that the A50+ group has the greater purchasing power. They are the ones with the money. They spend on everything from high-end goods to everyday necessities like banking, insurance, and credit cards. These are the people who have the financial power to drive markets. In addition, traditional TV continues to be a core element for political advertising as older people tend to vote in more significant numbers than younger adults. This older audience is vital for candidates looking to get elected or re-elected.
Moreover, traditional TV viewers are not just passive watchers but active spenders. These households in the NY DMA have a higher net worth, with an average of $775,711, compared to $635,779 in broadband-only households, according to Scarborough data. They’re more likely to own their homes outright and plan to make significant purchases, whether it’s a new car or a home renovation. For example, they plan to spend an average of $34,500 on a new or leased car in the next 12 months, compared to $25,100 among broadband-only households. They’re also active in the economy, spending on dining, travel, and sports betting. The younger, broadband-only audience might get more attention, but the traditional TV audience is just as valuable, if not more so. They’re engaged, watching live, and have greater purchasing power. Ignoring them would be a huge mistake.
This brings us to the concept of multi-screen advertising. It’s not about choosing between traditional TV and streaming. It’s about leveraging both. The hybrid viewing environment we live in today demands a hybrid advertising approach, as advertisers need to reach consumers via both TV and streaming. The median age of viewers might vary between traditional TV and streaming, but the content is often the same. It’s just the method of consumption that changes. Traditional TV offers tremendous reach, live tentpole events, and premium, brand-safe content such as FX’s Shogun, Paramount’s Yellowstone series, and USA’s pending series “The Rainmaker” based on a John Grisham novel.
On the other hand, streaming captures the younger audience as they engage with live and on-demand TV content. Together, they create a comprehensive strategy that ensures you deliver on bottom-funnel objectives.
The challenge in this dynamic, shape-shifting landscape isn’t about adapting to a new reality. It’s about recognizing that the old one hasn’t disappeared and is still extremely valuable for marketers. Traditional TV is still a compelling medium. It’s where the money is and where advertisers need to be. As the media landscape shifts, marketers who embrace a multi-screen strategy will be the ultimate winners.