Nielsen's March 2024 Report of The Gauge™ Reveals Seasonality in Monthly TV Usage and Greater Shifts in Viewing Behavior Over Time [Yahoo! Finance]
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to March were very similar to those exhibited in the same interval last year, as seasonality—of both content and viewing behavior—has started to take effect. As such, the 3% drop in overall TV usage in March does not come as a surprise, but a closer look at shifts in viewing behavior over a longer period of time highlights greater changes across the broader media landscape. While usage fell to some extent across each of the primary viewing categories this month, cable viewing from February to March drove a 0.7-point bump in share, resulting in 28.3% of TV for cable. The cable category was lifted in part by sports, which was up 43% in March, driven largely by college basketball viewership. Games in the women's NCAA tournament had a more meaningful impact on viewership compared with previous years, with the Round 2 matchup between Iowa and West Virginia ranking as the No. 7 cable telecast in March with 4.9 million viewers on ESPN. Also giving cable a boost this month was State of the
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