The confined U.S. consumer is watching a lot of cable TV, ordering books to keep the little ones occupied and downloading apps for everything from videogames to social gatherings.
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Children’s linear TV ratings have been in a slump for years as children’s viewing habits shifted to online streaming, social and gaming platforms. But with tens of thousands of schools shutting their doors across the U.S., many kids are whiling away some of their endless hours of free time in front of the TV.
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Reversing some systemic ratings declines, national TV kids' networks have seen gains over the last week, as more children are now home from school due to COVID-19 concerns, according to two different TV research companies.
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US daytime television is witnessing a resurgence as self-isolating Americans turn to formats such as Ellen, Access Hollywood and The Talk to tide them through the coronavirus pandemic. The rapid and dramatic shift in viewer behaviour is recorded by Samba TV, which registered a 16% jump in daytime viewing on Monday versus the week prior, the first full weekday since the imposition of strict social distancing measures.
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Samba TV’s data is generated from Automated Content Recognition technology embedded in 26 million smart TV sets. The Australian media industry recently launched Virtual Australia--nicknamed VOZ--to provide all-screen, cross-platform reporting.
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Samba TV provides representative viewership data from over 20 million homes in the U.S. that have opted-in to share their viewing activity – data that can be used by brands and agencies as the basis for audience and advertising campaign analytics – like when they want to reach light viewers of traditional TV, including heavy streamers.
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