Comscore: Coronavirus fears boost TV viewing

According to Comscore (NASDAQ:SCOR), in the midst of the COVID-19 pandemic, Americans see television as a vital resource. An analysis of preliminary live video viewing data from Comscore's footprint of more than 60 million TVs nationwide indicated several trends:

• Viewing of cable news networks increased 73% vs. the same week in 2019 (comparing March 16-20 to the same week in 2019). "Daytime" and "Early Fringe" (4-7:30 p.m.) viewing is driving the increase, with 102% and nearly 82% increases vs. the same week in 2019, respectively.
• Financial news networks saw a significant viewing bump. Looking at two of the highest rated financial news networks in aggregate, ComScore saw large increases across dayparts. Specifically, "Early Fringe" had nearly 160% increase vs. the same week in 2019, and "Daytime" had a nearly 140% increase.
• Viewing of the big four broadcast networks has increased nearly 19% vs. the same week in 2019 (includes ABC, NBC, CBS and Fox). "Daytime" and "Early Fringe" viewing are driving the trend with 31% and 35% increases vs. the same week in 2019, respectively.
• Daytime viewing of children's programming networks has increased nearly 31%.

"Our information shows that in these uncertain times, Americans are relying heavily on television for both news and entertainment," said Bill Livek, CEO, Comscore. "Advertisers who are seeking to fine-tune their media plans amid the ongoing shifts in consumer behavior should take advantage of the highly engaged audiences across the TV spectrum."