In 2013, according to estimates by Borrell Associates, the Williamsburg, Va., ad tracking firm, cable TV had the largest share of Americans’ time, at 204 minutes per day.
Broadcast was second at 98.3 minutes and radio was third at 93.5 minutes.
Out of home ranked sixth, behind the internet and video games, at 22.3 minutes per day. Newspapers were just behind at 21.7, and magazines lagged at 15.5.
Many of those traditional media will take a hit over the next few years. Borrell estimates that time spent will radio will plunge by nearly 24 percent by 2018, and broadcast will decline by 7.4 percent.
“Both broadcast TV and radio will see continuing audience shrinkage, and the desktop internet will see loss of time spent in favor of mobile devices,” notes Kip Cassino, executive vice president at Borrell Associates.
Newspapers will decline 31 percent, and magazines will be off 26 percent.
By contrast, OOH will increase by 5.3 percent, to 24 minutes a day.