News Helps Drive Sports Fans’ Total Viewing Time Up 10%, Despite 87% Drop In Sports Event Viewing

Fans may be suffering due to the suspension of most sports events/coverage, but it’s not stopping them from watching more television and VOD than usual — news in particular — while they’re sheltering at home during the pandemic.  Sports viewers as a whole increased their overall weekly viewing by 10% during March, versus February, despite an 87% decrease in sports event viewing, according to a new analysis from AT&T ad-serving platform Xandr and AT&T Labs.  The analysis is based on set-top box viewership data from DirecTV and Nielsen syndicated media research across AT&T’s platforms, including AT&T TV.  Light sports viewers (those averaging only an hour per week of sports content) increased overall viewing even more -- up 18%.  advertisementadvertisementThe heaviest sports viewers — those averaging three daily hours with sports content — spent a full 23% of their total weekly viewing hours with news content during March.  Nearly half (46%) of their sports viewing minutes were re-allocated to news.

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