Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. 

In this episode, Elena and Rob explore why Americans watch over 40 hours of TV and video weekly. They examine how viewing habits evolved from 1992 to 2017, revealing that despite digital disruptions, total viewing time keeps growing—and 92% still happens on TV sets, not phones. 

Topics covered:   

• [01:00] "Why Do People Watch So Much Television and Video? Implications for the Future of Viewing and Advertising"
• [02:00] Average viewing climbed from 35 to 41 hours weekly
• [04:00] Live TV dropped to 74%, but TV sets dominate
• [06:00] EEG studies reveal TV's relaxation effect
• [08:00] Digital video now rivals traditional TV viewing
• [10:00] Why entertainment trumps complicated messaging 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Wilbur, Kenneth C. 2023. “Why Do People Watch So Much Television and Video? Implications for the Future of Viewing and Advertising.” Journal of Advertising Research 63, no. 1: 16–31. https://doi.org/10.2501/JAR-2023-003 
 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.