Advocate Solutions Partner

TV content adds value, readership and revenue


Can you guess how much TV your newspaper readers are watching on an average day? The answer might surprise you. 

According to Nielsen, in Q3 of 2020: 

  • 50-64-year-olds watched five hours per day.
  • The 65+ demographic watched six hours and 39 minutes of traditional TV per day.

Nielsen research determined in June of this year that 26% of all TV viewing was done via streaming services such as Netflix, Hulu, YouTube and Prime Video. 

“The past year has categorically shifted the television viewing landscape,” said Brian Fuhrer, SVP of product strategy at Nielsen.

The influx of networks, streaming services and programming has left many TV viewers overwhelmed by trying to find something good to watch. Indeed, a recent survey found that 70% of viewers struggle to figure out what to watch next.

Aaron Kotarek, SVP of audience and operations for the Honolulu Star-Advertiser, saw an opportunity through his content partnership with NTVB Media to ease the burden on his readers when COVID-19 struck.

“Due to the pandemic keeping many people home, our readers are watching a lot of TV every day and night; and like most of us, they struggle to find something exciting or relevant to watch,” he said. “NTVB Media provided us with a solution with its paginated What to Watch pages that is a great asset to our readers while also putting minimal burden on our staff. It’s partnerships like these that are a win-win for everybody, including us, our readers and NTVB. “

The Honolulu Star-Advertiser is not alone in taking advantage of NTVB’s entertainment solutions. The Michigan-based company has worked with more than 300 newspapers over the past 35 years and prides itself on customizing its suite of products to your needs. NTVB owns and publishes TV Weekly — the country’s largest weekly television guide — TV Guide Magazine and many other entertainment publications.

In September, NTVB will introduce a weekly, digital publication that newspapers of all sizes and frequencies can make available to their readers at no cost. What to Watch — which bears the same name as the daily paginated pages many papers like the Star-Advertiser are running — will offer daily guidance on the top shows, movies, documentaries and sporting events that are available on cable, satellite and streaming services.

You can view a prototype of What to Watch here.

In addition to offering the upcoming What to Watch digital magazine and daily paginated pages to their online subscribers, newspapers can capitalize on the too-much-TV dilemma in several ways, such as: 

  • Replacing the dated TV grids in your print edition with recommendations on the shows, movies and sporting events your readers will want to watch. This allows you to cater to 100% of your readership. 
  • Offering your readers who prefer a daily grid a discounted deal on a television magazine — such as TV Weekly — that will be a substantial upgrade to the modified grids you currently offer.

“Our program is a win-win for readers, because they are getting the entertainment guidance and coverage they desperately crave,” said Michael Keever, SVP and chief marketing officer for NTVB. “And the best part for our newspaper partners is it’s an opportunity to reach an underserved audience at no out-of-pocket cost.”

For more information on What to Watch and how you can take advantage of the expanding TV landscape, contact Michael at