Nielsen Media Research reports that average American television viewing continues to increase in spite of growing competition from new media platforms and devices, such as video iPods, cell phones and streaming video.

During the 2005-2006 television year, which ended on September 17, 2006, traditional in-home television viewing continued to hold its own with audiences, and even gained among technology-savvy teenagers.

The total average time a household watched television during the 2005-2006 television year was 8 hours and 14 minutes per day, a 3-minute increase from the 2004-2005 season and a record high. The average amount of television watched by an individual viewer increased 3 minutes per day to 4 hours and 35 minutes, also a record.

Meanwhile, during primetime, households tuned to an average of 1 hour and 54 minutes of primetime television per night, up 1 minute, and the average viewer watched 1 hour and 11 minutes, which was the same as last year.

Although teenagers typically drive the consumption and development of new media platforms, teens age 12-17 viewed 3% more traditional television during the full day than in the 2004-2005 television year. This increase was driven primarily by teenage girls, who increased their Total Day viewing by 6%. Increases among teenage girls were particularly high during early morning (6:00 a.m. to 9:00 a.m.) and late night (11:30 p.m. to 2:00 a.m.) viewing, which were up 12% and 6%, respectively.

Younger children age 2-11 also watched more television during 2005-2006, increasing their total day viewing levels by 4%. Viewing by children increased 3% during primetime, 5% during early morning and 6% during late night.

During 2005-2006, African American and Hispanic Total Day persons’ viewing levels increased 4% and 3%, respectively, with significant increases among children and teenage girls. African American viewing among children age 2-11 and teen girls age 12-17 increased 10% and 9%, respectively, while viewing among Hispanic children and teenage girls increased 14% and 6%, respectively.

“These results demonstrate that television still holds its position as the most popular entertainment platform,” noted Patricia McDonough, Senior Vice President of Planning Policy & Analysis at Nielsen Media Research. “At this point, consumption of emerging forms of entertainment, including Internet television and video on personal devices seem not to be making an impact on traditional television viewing. This is especially true among teenage girls, who have shown significant increases in viewing during the past year.”