IRTS - Poltrack confirms shifting audience habits

The second speaker today was David Poltrack, Chief Research Officer, CBS.  He confirmed trends he hinted at at an earlier IRTS.  With new devices and new delivery channels, people's viewing patterns are changing.  Some highlights:

• This year, 94% of their large tracking sample are "connected."  Less than 10% of US TVHH only watch TV on home TV sets.
• Delayed viewing is accounting for large and growing portion of viewing and ratings - not just for the big prime time series but in all day parts.
• Streaming, VOD, and mobile are all seeing big increases in TV viewing.
• Non-live viewing not only large share of total viewing, but showing some differentiable habits developing.
• Broadcasters, advertisers, ratings services are trying to develop better metrics.
• Streaming-only big series draw audiences similar to big pay-TV series, prime time broadcast series.
• Second screen usage up to 67% for some demographics
• Email, texting, and chatting is most frequent activity.  Gaming is second (20% of  USTVHH is playing Candy Crash while watching TV.

Basically, the audiences are becoming more active, and programmers and networks are trying to figure out how to reach them.