As linear TV viewing falls, NBC tries some pixie dust

Nielsen reported data this week that confirmed what most people in the TV industry already knew: people are spending ever-less time watching TV  in the traditional manner, and ever-more time watching streamed content in a non-traditional manner.

According to the ratings company’s third-quarter 2014 Total Audience Report(formerly the Cross Platform Report), total time spent watching traditional TV among adults fell 4.4 percent from the same quarter last year, to 4 hours and 32 minutes a day, while time spent watching streaming video grew by 60 percent year-over-year.

About the only type of traditional TV programming that still cuts it as appointment viewing is live programming with a high urgency factor. While marketers increasingly are shifting dollars out of traditional TV channels and into digital platforms, advertisers will still pay a premium for a live audience that can’t fast-forward through the commercials. A 30-second spot in this year’s Super Bowl, for instance, went for $4 million. But the shift has left broadcast and cable networks ever-more dependent on live sports, which is still watched overwhelmingly in real time, and major live events such as the Oscars telecast or the Macy’s Thanksgiving Day parade

Read the rest of this story at GigaOM Research.