31:Ta07,md`## TV Viewing Trends: A Near Return To Pre-Pandemic Levels
Week-over-week, overall TV viewing fell by 1.1%, bringing it to just a hair above its pre-pandemic norm. Possible reasons for the return to pre-pandemic levels include the tapered reopening of the economy, the onset of warmer weather that draws people out of their homes, and cord shaving/cord cutting. We'll be studying in this over the next couple of weeks. Interestingly, when we [compared year-over-year changes in viewership during peak pandemic](https://observablehq.com/@simulmedia/linear-tv-viewership-analyzing-the-pandemics-impact-2020-v), we see a surge in weekend viewing in 2020, compared to the same period in 2019. We believe that's because there is a dearth of entertainment options. **That means that television viewing is one of the few alternatives that people can enjoy especially at night and on weekends, when they otherwise would have been at theaters, nightclubs, restaurants, bars, stadiums and arenas.** It's important to note that in spite of week-over-week viewing declines relative to its pandemic peak, linear TV viewing is still elevated, relative to its pre-pandemic level. This means that last week still delivered **74 million** more impressions in the market, compared to the viewing we saw at the beginning of March. That means cumulatively, more than **8 billion** ad impressions have become available to advertisers. As many seasoned marketers know, growing share is a lot easier to do during down markets. We are in just such a time. Coupled with market-wide declines in linear TV ad inventory pricing, its proven superior value, and [its massive reach and impression scale advantage, relative to streaming/ad supported video on demand (AVOD)](https://observablehq.com/@simulmedia/quantifying-the-reach-of-smart-scatter-tv-advertising-data), **TV's massive increase in viewing represents an historic buying opportunity for advertisers who want to increase share of voice, a leading indicator of market share, more efficiently than has been possible in many years.**

While there are 98 million fewer impression opportunities on TV the week of 5/11 - 5/17, compared to the week prior, that's still a lot more than just a couple of months ago. Cumulatively the market has seen an increase of over **8 billion** more ad impressions since the beginning of March.

Scroll below to our network drop-down and pick any network to see how viewing has changed over time.
`32:T4e8,html`

${totalViewingChart}

Overall TV Viewing

[All Networks]

4/27 - 5/3

-6.7%

-645M impressions

5/4 - 5/10

-1.1%

-98M impressions

5/11 - 4/17

-1.1%

-98M impressions

`33:T51e,html`

${newsChart}

News Networks

[CNBC, CNN, Fox News, Fox Business, MSNBC, ...]

4/27 - 5/3

-7.1%

-129M impressions

5/4 - 5/10

-3.6%

-61M impressions

5/11 - 5/17

+2.2%

+36.3M impressions

`34:T52d,html`

${kidsChart}

Kids Networks

[Cartoon, Boomerang, Discov Fam, Disney, Nickelodeon, ...]

4/27 - 5/3

-3.6%

-15.8M impressions

5/4 - 5/10

-0.8%

-3.5M impressions

5/11 - 5/17

-7.5%

-29.3M impressions

`35:T540,html`

${entertainmentChart}

Entertainment Networks

[Comedy, USA, Hallmark, History, Travel, Discovery, MTV, ...]

4/27 - 5/3

-6.4%

-61.9M impressions

5/4 - 5/10

-1.1%

-9.6M impressions

5/11 - 5/17

-0.9%

-8.1M impressions

`36:T532,html`

${sportsChart}

Sports Networks

[BeIN, ESPN, Fox Soccer, Golf, MLB, NBA, NFL, Tennis, ...]

4/27 - 5/4

-47.4%

-195M impressions

5/4 - 5/10

+4.8%

+10.3M impressions

5/11 - 5/17

-0.6%

-1.4M impressions

`37:Tea5,table(wowTableData, { sortable: true, paged: 200, columns: { network: { title: '', formatter(val, i) { return html`${val}`; } }, week1avg: { title: 'W1', formatter(val, i) { return html`${d3.format( '.3s' )(val)}`; } }, week2avg: { title: 'W2', formatter(val, i) { return html`${d3.format( '.3s' )(val)}`; } }, change21: { title: 'W1-W2', type: 'number', formatter(val, i) { let color = d3 .scaleLinear() .domain([ d3.min(wowTableData, function(d) { return d.change21; }), 0, d3.max(wowTableData, function(d) { return d.change21; }) ]) .range(["#f4c8cf", "#f8f8f8", "#c8f4cb"]); return html`${d3.format('+.1%')( val )}${val > 0 ? '↑' : '↓'} `; } }, delta21: { title: 'Δ imps', formatter(val, i) { return html`${d3.format( '+.3s' )(val)}`; } }, week3avg: { title: 'W3', formatter(val, i) { return html`${d3.format( '.3s' )(val)}`; } }, change32: { title: 'W2-W3', formatter(val, i) { let color = d3 .scaleLinear() .domain([ d3.min(wowTableData, function(d) { return d.change32; }), 0, d3.max(wowTableData, function(d) { return d.change32; }) ]) .range(["#f4c8cf", "#f8f8f8", "#c8f4cb"]); return html`${d3.format('+.1%')( val )}${val > 0 ? '↑' : '↓'} `; } }, delta32: { title: 'Δ imps', formatter(val, i) { return html`${d3.format( '+.3s' )(val)}`; } }, week4avg: { title: 'W4', formatter(val, i) { return html`${d3.format( '.3s' )(val)}`; } }, change43: { title: 'W3-W4', formatter(val, i) { let color = d3 .scaleLinear() .domain([ d3.min(wowTableData, function(d) { return d.change43; }), 0, d3.max(wowTableData, function(d) { return d.change43; }) ]) .range(["#f4c8cf", "#f8f8f8", "#c8f4cb"]); return html`${d3.format('+.1%')( val )}${val > 0 ? '↑' : '↓'} `; } }, delta43: { title: 'Δ imps', formatter(val, i) { return html`${d3.format( '+.3s' )(val)}`; } }, series: { title: '', formatter(val, i) { console.log(val); return ''; } } } })38:[] 2f:{"title":"Simulmedia TV Marketplace Update For May 22, 2020","cells":[{"id":0,"value":"md`# Simulmedia TV Marketplace Update For May 22, 2020\n\nLast data update: **05-21-2020** (Nielsen data up to: **05-17**)\n\n## Context\n
\nIn an effort to keep Simulmedia's clients and partners informed on the latest changes in the linear TV advertising marketplace, we are publishing weekly updates on how TV viewing habits have been changing in the United States over the previous several weeks, a viewing period heavily influenced by COVID-19. This report includes TV viewing data through Sunday, May 17.\n\nBelow we offer a visualization showing overall linear TV viewership over time (starting in February). The headline: overall viewing increased significantly starting in mid-March and has nearly returned to the levels seen during the period prior to pandemic-related restrictions. \n\nLet's get started. \n\n
\n\n${totalViewingChartExtended}\n\n
`","pinned":false,"hidden":false,"mode":"ojs"},{"id":137,"value":"$31","pinned":false,"hidden":false,"mode":"ojs"},{"id":473,"value":"$32","pinned":false,"hidden":false,"mode":"ojs"},{"id":229,"value":"$33","pinned":false,"hidden":false,"mode":"ojs"},{"id":261,"value":"$34","pinned":false,"hidden":false,"mode":"ojs"},{"id":263,"value":"$35","pinned":false,"hidden":false,"mode":"ojs"},{"id":265,"value":"$36","pinned":false,"hidden":false,"mode":"ojs"},{"id":565,"value":"md`\n
Zooming in further, we can look at the change in viewership among specific networks representing different programming types, where some of these trends become even more evident. \n\n
`","pinned":false,"hidden":false,"mode":"ojs"},{"id":574,"value":"html`\n

${cnnDailyChart}

${nickDailyChart}

${hboDailyChart}

${espnDailyChart}

\n`","pinned":false,"hidden":false,"mode":"ojs"},{"id":337,"value":"md`## Deeper Dive\n
\nThis drop-down will allow you to summon a chart for every network that shows impressions at the hour level, for four weeks, one week at the time. The darker and stronger the line, the more recent the week: that way, one is able to superimpose and compare the most recent week to the previous ones.\n\n
\n`","pinned":false,"hidden":false,"mode":"ojs"},{"id":1198,"value":"viewof selNetwork = select({\n title: \"Networks\",\n description: \"Please select a network to update the chart below.\",\n options: networks,\n value: \"CNN\"\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":1260,"value":"html`
`","pinned":false,"hidden":false,"mode":"ojs"},{"id":1185,"value":"flexChart","pinned":false,"hidden":false,"mode":"ojs"},{"id":1263,"value":"html`
`","pinned":false,"hidden":false,"mode":"ojs"},{"id":632,"value":"md`\n\n## Full Network List\n
\nBelow you can find a list of all Nielsen rated networks and their week over week trends for the past four weeks. The table contains average daily impressions, as well as week-over-week variations in total impression amounts.\n\n- **W1**: 4/20 - 4/26\n- **W2**: 4/27 - 5/3\n- **W3**: 5/4 - 5/10\n- **W4**: 5/11 - 5/17\n`","pinned":false,"hidden":false,"mode":"ojs"},{"id":642,"value":"$37","pinned":false,"hidden":false,"mode":"ojs"},{"id":1252,"value":"html`
`","pinned":false,"hidden":false,"mode":"ojs"},{"id":953,"value":"md`## About Simulmedia\nWe are Simulmedia, a NY-based platform that helps marketers use TV advertising to create more customers. Simulmedia is the only end-to-end TV ad platform that can deliver scaled performance across national linear TV with the speed and precision of digital. To learn more or contact us, visit [www.simulmedia.com](https://www.simulmedia.com/?utm_source=observable).`","pinned":false,"hidden":false,"mode":"ojs"},{"id":996,"value":"md`## Have Questions?\nWe’re sifting through changes in TV viewing with the most recent data available and want to make sure you’re getting the answers you need. What did you find most valuable? What other information would you like to see? Email us at marketing@simulmedia.com to let us know how we can make these weekly updates as useful as possible.`","pinned":false,"hidden":false,"mode":"ojs"},{"id":1241,"value":"html`

`","pinned":false,"hidden":false,"mode":"ojs"},{"id":60,"value":"md`## Appendix`","pinned":false,"hidden":false,"mode":"ojs"},{"id":341,"value":"md`### Definitions`","pinned":false,"hidden":false,"mode":"ojs"},{"id":1104,"value":"chart1inputs = ({\n width: 640,\n height: 260,\n dimension: 'date',\n metric: 'impressions',\n title: 'Overall TV Viewing (Extended)',\n color: '#333',\n xAxisHidden: false,\n yAxisHidden: false,\n nonzeroMinY: true,\n mark: '2020-03-16',\n markText: 'start of four-week analysis'\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":215,"value":"chart5inputs = ({\n width: 380,\n height: 160,\n dimension: 'date',\n metric: 'impressions',\n title: null,\n color: '#333',\n xAxisHidden: false,\n yAxisHidden: true,\n nonzeroMinY: true\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":253,"value":"chart6inputs = ({\n width: 380,\n height: 160,\n dimension: 'date',\n metric: 'impressions',\n title: null,\n color: 'red',\n xAxisHidden: false,\n yAxisHidden: true,\n nonzeroMinY: true\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":216,"value":"chart7inputs = ({\n width: 380,\n height: 160,\n dimension: 'date',\n metric: 'impressions',\n title: null,\n color: 'green',\n xAxisHidden: false,\n yAxisHidden: true,\n nonzeroMinY: true\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":239,"value":"chart8inputs = ({\n width: 380,\n height: 160,\n dimension: 'date',\n metric: 'impressions',\n title: null,\n color: 'blue',\n xAxisHidden: false,\n yAxisHidden: true,\n nonzeroMinY: true\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":241,"value":"chart9inputs = ({\n width: 380,\n height: 160,\n dimension: 'date',\n metric: 'impressions',\n title: null,\n color: 'orange',\n xAxisHidden: false,\n yAxisHidden: true,\n nonzeroMinY: true\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":587,"value":"cnnDailyChartInputs = ({\n width: 320,\n height: 150,\n dimension: 'date',\n metric: 'impressions',\n title: 'CNN',\n color: 'red',\n xAxisHidden: false,\n yAxisHidden: true,\n nonzeroMinY: true\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":593,"value":"nickDailyChartInputs = ({\n width: 320,\n height: 150,\n dimension: 'date',\n metric: 'impressions',\n title: 'Nickelodeon',\n color: 'green',\n xAxisHidden: false,\n yAxisHidden: true,\n nonzeroMinY: true\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":595,"value":"hboDailyChartInputs = ({\n width: 320,\n height: 150,\n dimension: 'date',\n metric: 'impressions',\n title: 'HBO',\n color: 'blue',\n xAxisHidden: false,\n yAxisHidden: true,\n nonzeroMinY: true\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":598,"value":"espnDailyChartInputs = ({\n width: 320,\n height: 150,\n dimension: 'date',\n metric: 'impressions',\n title: 'ESPN',\n color: 'orange',\n xAxisHidden: false,\n yAxisHidden: true,\n nonzeroMinY: true\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":370,"value":"foxnewsChartInputs = ({\n width: 640,\n height: 280,\n plotting: 'foxnews-wow',\n title: 'Fox News',\n legend: true,\n sparkline: false,\n titleOnHover: false,\n xAxisHidden: false,\n yAxisHidden: false,\n twoLinesOnly: false\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":377,"value":"espnChartInputs = ({\n width: 640,\n height: 280,\n plotting: 'espn-wow',\n title: 'ESPN',\n legend: true,\n sparkline: false,\n titleOnHover: false,\n xAxisHidden: false,\n yAxisHidden: false,\n twoLinesOnly: false\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":1168,"value":"flexWowChartInputs = ({\n width: 960,\n height: 480,\n plotting: 'wow',\n title: selNetwork,\n legend: true,\n sparkline: false,\n titleOnHover: false,\n xAxisHidden: false,\n yAxisHidden: false,\n twoLinesOnly: false\n})","pinned":false,"hidden":false,"mode":"ojs"},{"id":346,"value":"md`### Imports`","pinned":false,"hidden":false,"mode":"ojs"},{"id":354,"value":"md`#### Data`","pinned":false,"hidden":false,"mode":"ojs"},{"id":292,"value":"import {\n totalViewingData,\n totalViewingDataSinceFeb,\n newsViewingData,\n kidsViewingData,\n entertainmentViewingData,\n sportsViewingData,\n cnnDaily,\n nickDaily,\n hboDaily,\n espnDaily,\n wowData,\n foxnewsWow,\n espnWow,\n wowTableData\n} from '@simulmedia/data-for-wow-trends-may-21'","pinned":false,"hidden":false,"mode":"ojs"},{"id":1172,"value":"flexWowData = wowData.filter(item => item.network === selNetwork)","pinned":false,"hidden":false,"mode":"ojs"},{"id":1191,"value":"networks = [...new Set(wowData.map(obj => obj.network))]","pinned":false,"hidden":false,"mode":"ojs"},{"id":357,"value":"md`#### Charts`","pinned":false,"hidden":false,"mode":"ojs"},{"id":1107,"value":"import { chart as totalViewingChartExtended } with {\n totalViewingDataSinceFeb as data,\n chart1inputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":219,"value":"import { chart as totalViewingChart } with {\n totalViewingData as data,\n chart5inputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":221,"value":"import { chart as newsChart } with {\n newsViewingData as data,\n chart6inputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":251,"value":"import { chart as kidsChart } with {\n kidsViewingData as data,\n chart7inputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":255,"value":"import { chart as entertainmentChart } with {\n entertainmentViewingData as data,\n chart8inputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":256,"value":"import { chart as sportsChart } with {\n sportsViewingData as data,\n chart9inputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":584,"value":"import { chart as cnnDailyChart } with {\n cnnDaily as data,\n cnnDailyChartInputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":603,"value":"import { chart as nickDailyChart } with {\n nickDaily as data,\n nickDailyChartInputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":606,"value":"import { chart as hboDailyChart } with {\n hboDaily as data,\n hboDailyChartInputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":609,"value":"import { chart as espnDailyChart } with {\n espnDaily as data,\n espnDailyChartInputs as inputs\n} from '@simulmedia/line-chart'","pinned":false,"hidden":false,"mode":"ojs"},{"id":329,"value":"import { chart as foxnewsChart } with {\n foxnewsWow as data,\n foxnewsChartInputs as inputs\n} from '@simulmedia/multi-line-chart/8'","pinned":false,"hidden":false,"mode":"ojs"},{"id":380,"value":"import { chart as espnChart } with {\n espnWow as data,\n espnChartInputs as inputs\n} from '@simulmedia/multi-line-chart/8'","pinned":false,"hidden":false,"mode":"ojs"},{"id":1175,"value":"import { chart as flexChart } with {\n flexWowData as data,\n flexWowChartInputs as inputs\n} from '@simulmedia/multi-line-chart/8'","pinned":false,"hidden":false,"mode":"ojs"},{"id":360,"value":"md`### Styles`","pinned":false,"hidden":false,"mode":"ojs"},{"id":455,"value":"{\n return html`\nStyle`;\n}","pinned":false,"hidden":false,"mode":"ojs"},{"id":351,"value":"md`### Libraries`","pinned":false,"hidden":false,"mode":"ojs"},{"id":19,"value":"d3 = require(\"d3@5\")","pinned":false,"hidden":false,"mode":"ojs"},{"id":480,"value":"jQuery3 = require(\"https://code.jquery.com/jquery-3.3.1.slim.min.js\")","pinned":false,"hidden":false,"mode":"ojs"},{"id":482,"value":"import { table } from \"@khubert/tables@522\"","pinned":false,"hidden":false,"mode":"ojs"},{"id":469,"value":"BootStrap4 = require(\"https://stackpath.bootstrapcdn.com/bootstrap/4.3.1/js/bootstrap.min.js\")","pinned":false,"hidden":false,"mode":"ojs"},{"id":494,"value":"BootstrapCss = importcss(\n \"https://stackpath.bootstrapcdn.com/bootstrap/4.3.1/css/bootstrap.min.css\"\n)","pinned":false,"hidden":false,"mode":"ojs"},{"id":496,"value":"FontAwesome = importcss(\"https://use.fontawesome.com/releases/v5.7.2/css/all.css\")","pinned":false,"hidden":false,"mode":"ojs"},{"id":477,"value":"import { importjs, importcss } from \"@chomtana/import-external-library\"","pinned":false,"hidden":false,"mode":"ojs"},{"id":1195,"value":"import { select } from \"@jashkenas/inputs\"","pinned":false,"hidden":false,"mode":"ojs"}],"files":"$W38","stdlib":"1","titling":"auto"}