New Nielsen report reveals how much TV Chicagoans watch, and how they watch it

SHARE New Nielsen report reveals how much TV Chicagoans watch, and how they watch it

And I thought I watched a lot of TV…

Adult TV viewers in the Chicago region spend an average of 4 hours and 25 minutes a day watching live television and another 41 minutes watching time-shifted content, according to a new Nielsen report that looked at viewing habits in the nation’s top 25 markets.

Pittsburgh topped the charts at 5 hours and 19 minutes for live TV, plus 40 more minutes for time-shifted programming.

San Francisco adults (ages 25 to 54 — the target demo for the study) spent the least amount of time glued to the small screen at 3 hours and 27 minutes a day for live TV, 38 minutes for time-shifted viewing.

In every market measured, “over-the-top streaming” through services like Netflix, for example, accounted for only a few minutes of daily viewing, on average.

Among Chicago’s African-American viewers, the viewing stats were substantially higher: 7 hours and 31 minutes a day viewing live TV and another 48 minutes watching time-shifted content.

The Nielsen report also broke out Hispanic viewing habits in Chicago, which averaged 3 hours and 26 minutes of live TV — an hour less than the Chicago average — and another 26 minutes for time-shifted viewing.

For adult viewers 18 and older in Chicago, 58 percent of primetime viewing is done to live TV, while another 34 percent is time-shifted within seven days. Eight percent comes from video on demand.

Almost three-quarters (74 percent) of Chicago consumers own a smartphone; nearly half (48 percent) own a tablet. The report found that penetration of these devices is markedly higher among Hispanics in Chicago, where 82 percent own a smartphone and 55 percent lay claim to a tablet, making Chicago the No. 1 market for Hispanic tablet ownership out of the top 25.

You can check out the full analyis here: Nielsen Local Watch Report

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