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According to research from Nielsen Co., 22% of U.S. homes are still either completely or partially unready for the upcoming digital conversion. The report concludes that 9.4% of homes in the U.S. are completely unready.
The report estimates that daily tuning among those who are "completely unready" represents 6.9 hours on average, and currently accounts for around 7.5% of all daily TV viewing, and 8.1% of all prime-time viewing.
In terms of total TV sets, including households with secondary sets where the primary set is currently digitally ready, Nielsen estimates that 16.5% are not ready to receive digital broadcast signals. Completely unready households have an average of 2.7 sets per home, while partially unready households have an average of 4.7 sets.
Some markets are better prepared for the digital conversion than others. Among the 56 local metered markets, for instance, communities like Milwaukee (18.3% of sets completely unready), Salt Lake City (18.0%), and Portland, Oregon (17.3%), the disruption could be significant. In some of the biggest markets, however, such as Hartford-New Haven (3.1%), New York (3.8%), and Atlanta (4.1%), the effects won't likely be as pronounced.
The least prepared demographic for the digital transition is men aged 18 to 24. This group is in high demand for some advertisers and has been particularly difficult to measure in the past.
According to Nielsen, this group is 27% more unready for the transition than the rest of the U.S. population.
To read more about the Digital Conversion in the U.S., click here.
Source: Media Post, 05/27/2008
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