Jan 29, 2019

Breaking down the bunny ear boom

Expand chart
Data: National sample from NPOWER Household, reproduced from a Nielsen chart; Chart: Axios Visuals

The number of U.S. households receiving television signals through an over-the-air antenna has nearly doubled in the past eight years, according to a recent report from Nielsen. Nearly 14% of U.S. households use bunny ears to access broadcast TV.

Why it matters: More people are opting for antennas to access free broadcast channels as the cost of cable subscriptions continues to balloon.

Data from Nielsen suggests that growing population of antenna users is divided amongst older users, who use the signal mostly to watch broadcast television, and younger users, who use the antennas in conjunction with an internet-powered skinny bundle to access cable.

The big picture: At this point, the number of people using the antennas without a digital service is much bigger, but the group of users who are using it alongside a "skinny bundle" (a cheaper package of live cable channels), is growing. That group is much more relevant to advertisers because they tend to be younger and have higher household incomes.

  • "It's a great consumer to find," says Justin LaPorte, VP of local audience insights at Nielsen. He presented these insights last week at the National Association of Television Program Executives annual meeting in Miami.
  • "Their profile is really sexy to advertisers. Not only are they watching more traditional TV and spend more TV time, they're higher income, they're families, and are within that core 25–54 year-old audience that advertisers having a hard time finding," LaPorte said.

Go deeper ... Coming to a TV near you: personalized ads

Go deeper

Record number of original TV shows created in 2019

A whopping 532 original scripted television series were created last year, according to the latest data from FX Networks Research, up 7% from the year before.


Why it matters: In recent years, experts wondered if the TV market would eventually reach "Peak TV," or a point of total saturation. The new data suggests that hasn't happened yet.

Go deeperArrowJan 9, 2020

Facebook will make political ads optional for users

Photo: Thomas Trutschel/Photothek via Getty Images

Facebook said Thursday it will give consumers the option to stop seeing political ads in their feeds moving forward.

Why it matters: Facebook has been heavily criticized for its policies around political ads, especially for its decision not to fact-check political ads.

Go deeperArrowJan 9, 2020

A record number of original TV shows were created in 2019

Reproduced from an FX Networks Research report; Chart: Axios Visuals

A whopping 532 original scripted television series were created last year, according to the latest data from FX Networks Research, up 7% from the year before.

Why it matters: The new data suggests that "peak TV" hasn't happened yet.

Go deeperArrowJan 14, 2020