With due respect to caddies and lifeguards, it’s television — not the golf course or the beach — that rules during the summer. In fact, a new report from the Video Advertising Bureau shows just how remarkably stable viewing is, even during the warm weather months.
The VAB’s analysis of Nielsen data shows 95 percent of U.S. households watched ad-supported television, including cable and broadcast, during June 2018. That’s the same as TV’s monthly reach during February through May. And when the temperatures really rise and most of the big TV shows go on summer hiatus, people do what you’d expect: they watch something else.