Parents to Watch More Media Than Kids in 2007

July 17, 2007

This article is included in these additional categories:

Boomers & Older | Media & Entertainment | Men | Out-of-Home | Television | Women | Youth & Gen X

Parents are spending more time in front of the television and watching DVDs than kids – and older folk are also going to the movies more – according to study results just released by Integrated Media Measurement Inc. (IMMI).

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The data, which was collected by monitoring actual individual behavior, shows that for the media being tracked, females ages 45-54 will spend the most time watching television, DVDs and theatrical releases in 2007 – an estimated 47.6 days (1,142 hours).

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More findings from the study:

  • Males in the same age group are on track to watch 40.2 days worth of media.
  • In the younger parental age group (35-44), females are predicted to watch 38.3 days of media, males 33.9 days.
  • Comparatively, teenagers 13-17 (male and female) are on track to spend a total of 33.4 days in 2007 watching television, playing DVDs and going to the movies.

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  • The movie-watching champs for the year (DVDs and movies in the theater) are projected to be men 18-24:
    • They will spend the equivalent of almost 3.5 entire days watching movies at home this year.
    • They’ll spend another two days watching movies in the theater.
  • Females 35 to 44 watched the least movies at home.
  • Females 45 to 54 are spending the least time in the movie theater – half of what the male 18-24 year olds are watching.
  • The watchers of the least TV? Males 18-24, who are projected to be in front of the tube for a cumulative 21 days in 2007.

“Teens embrace new content delivery and entertainment technologies [e.g., computers, videogames and iPods] at a much faster pace than their parents, so we will naturally see a widening gap in the amount of television viewing time between the two groups,” said Amanda Welsh, head of research for IMMI.

About the study: The research was implemented through a panel built by IMMI that mirrors U.S. Census results for fundamental demographics in key markets. IMMI provided panel members with a mobile phone, asking them to carry it with them wherever they go. The phone is equipped with a technology that creates digital signatures of all the audio media (television, radio and movies) to which it has been exposed.

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