Nielsen Reports Americans Watch TV at Record Levels

Nielsen Reports Americans Watch TV at Record Levels

NEW YORK, Sept. 29 /PRNewswire/ -- Nielsen Media Research reported today that the average American home watched more television the past TV season vs. any previous season. During the 2004-05 TV season (which started September 20, 2004 and just ended September 18, 2005), the average household in the U.S. tuned into television an average of 8 hours and 11 minutes per day. This is 2.7% higher than the previous season, 12.5% higher than 10 years ago, and the highest levels ever reported since television viewing was first measured by Nielsen Media Research in the 1950's. During the Sept 2004-Sept 2005 season, the average person watched television 4 hours and 32 minutes each day, the highest level in 15 years (See Table 1). Household tuning levels going back to the 1950's can be downloaded at the following link: [http://www.nielsenmedia.com/newsreleases/2005/TVviewinglevels.xls ].

The Primetime daypart during the 2004-05 season saw a slight increase in viewing from the previous season (see Table 2).

This overall upward trend in audience increases appears to be consistent heading into the new television season. For example, viewing levels during Summer 2005 (June-Aug 2005) were up slightly compared to last summer (see Table 3). Also, the primetime viewing audience for Premiere Week (9/19/05 - 9/25/05) of the 2005-06 TV season was considerably higher than for Premiere Week 2004 (9/20/04-9/26/04). Each night of Premiere Week 2005 saw increases compared to last, while Sunday and Monday continued to be the most viewed nights of the week with 11.5 million and 11.6 million viewers respectively (see Table 4).

Table 1 Average Hours: Minutes Tuned into TV Per 24 Hour Period

Broadcast Year Homes Persons 2+ (Sept-Sept) Avg Hours: Minutes Avg Hours: Minutes Per Day Per Day 2004 - 2005 8:11 4:32 2003 - 2004 8:01 4:25 2002 - 2003 7.55 4.25 2001 - 2002 7.42 4.18 2000 - 2001 7.39 4.15 1999 - 2000 7.31 4.06 1998 - 1999 7.24 4.00 1997 - 1998 7.15 3.58 1996 - 1997 7.12 3.56 1995 - 1996 7.15 3.59 1994 - 1995 7.15 4.02 1993 - 1994 7.16 4.03 1992 - 1993 7.12 4.06 1991 - 1992 7.05 4.06

Table 2 Average Hours: Minutes Tuned into TV During Primetime Each Day

Broadcast Year Homes Persons 2+ (Sept-Sept) Avg Hours: Minutes Avg Hours: Minutes Primetime Primetime 2004 - 2005 1:53 1:11 2003 - 2004 1:52 1:10 2002 - 2003 1:52 1:10 2001 - 2002 1:51 1:10 2000 - 2001 1:52 1:10 1999 - 2000 1:51 1:09 1998 - 1999 1:50 1:08 1997 - 1998 1:49 1:08 1996 - 1997 1:49 1:08 1995 - 1996 1:50 1:09 1994 - 1995 1:50 1:10 1993 - 1994 1:51 1:11 1992 - 1993 1:50 1:11 1991 - 1992 1:50 1:12

Table 3 Primetime Persons and Household Tuning Levels Summer 2005 vs Summer 2004

Homes # of Homes Persons # of Persons Using TV % Using TV (000) Using TV % Using TV (000) SUMMER 2005 06/01/2005- 08/31/2005 prime 55.8 61143 34.1 94,738

SUMMER 2004 06/01/2004- 08/31/2004 prime 55.6 60245 34.0 93,729

Year to Year % increase +0.4% +1.5% +0.3% +1.1%

Table 4 Primetime Persons and Household Tuning Levels Premiere Week 2005 vs Premiere Week 2004

Homes # of Homes Persons # of Persons Using TV % Using TV (000) Using TV % Using TV (000) PREMIERE WEEK 2005 MON 09/19/2005 prime 66.3 73097 41.3 115834 TUE 09/20/2005 prime 64.4 70980 39.6 111027 WED 09/21/2005 prime 64.5 71102 39.6 111075 THU 09/22/2005 prime 64.4 70990 40.0 112293 FRI 09/23/2005 prime 57.6 63503 35.3 99042 SAT 09/24/2005 prime 55.0 60640 34.0 95381 SUN 09/25/2005 prime 64.6 71166 41.4 116219 TOTAL - 7 DAY AVERAGE prime 62.5 68891 38.9 109038

PREMIERE WEEK 2004 MON 09/20/2004 prime 64.7 70864 39.2 108886 TUE 09/21/2004 prime 62.2 68136 37.9 105435 WED 09/22/2004 prime 62.5 68456 37.7 104780 THU 09/23/2004 prime 62.6 68593 38.4 106814 FRI 09/24/2004 prime 55.0 60233 33.1 91891 SAT 09/25/2004 prime 53.4 58568 32.3 89731 SUN 09/26/2004 prime 62.0 67931 39.0 108395 TOTAL - 7 DAY AVERAGE prime 60.4 66194 36.9 102554

Year to Year % increase +3.5% +4.1% +5.4% +6.3%

About Nielsen Media Research

Nielsen Media Research is the world's leading provider of television audience measurement and advertising information services. In the United States, Nielsen's National People Meter service provides audience estimates for all national program sources, including broadcast networks, cable networks, Spanish language networks, and national syndicators. Local ratings estimates are produced for television stations, regional cable networks, MSOs, cable interconnects, and Spanish language stations in each of the 210 television markets in the U.S., including electronic metered service in 56 markets. For more information, please visit: http://www.nielsenmedia.com/

Nielsen Media Research is part of VNU Media Measurement & Information, a global leader in information services for the media and entertainment industries. The group serves the information and marketing needs of television and radio broadcasters, advertisers, agencies, media planners, music companies, publishers, motion-picture studios, distributors and exhibitors, and the Internet industry. VNU is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research) and business information (Billboard, The Hollywood Reporter, Computing, Intermediair). VNU is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. The company employs 38,000 people. Total revenues under IFRS amounted to EUR 3.3 billion in 2004. VNU is listed on the Euronext Amsterdam stock exchange. For more information, please visit the VNU website at http://www.vnu.com/ .

Contact: Karen Gyimesi 646.654.8358

Matt Tatham 646.654.8362

Source: Nielsen Media Research

CONTACT: Karen Gyimesi, +1-646-654-8358, or Matt Tatham, +1-646-654-8362, both of Nielsen Media Research

Web site: http://www.nielsenmedia.com/ http://www.vnu.com/

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