March 8 marked the start of Daylight savings time in the U.S. Normally, the switch is associated with Live+Save Day ratings slump for the broadcast networks, especially in the 8 PM hour, as people …
of the current mandate for staying home, but viewers — and many of them younger — are also checking out traditional TV.
Primetime PUT levels among total viewers were up every day last week, with strong week-to-week gains on both Saturday and Sunday night. Monday’s HUTs levels were the highest for a Monday since Martin Luther King Jr. Day . Daytime and late night usage levels were also have been up. For instance, since last Friday, Nickelodeon’s portfolio of linear networks have been up +16% with Kids 2-11 compared to the prior four weeks.
Ratings experts expect viewing levels’ growth to continue as more people stay home amid expanding restrictions, including guarantees, around the country. As for any long-term effect, it is early to say whether younger viewers who discovered appointment viewing on broadcast TV will come back when the outbreak is over but for the time bing, the ratings uptick may be the only good news for the networks which are facing losses from the suspension of most major sports, unfinished seasons
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