Those are household numbers. I assume that they are/were partially driven by people who are in the house much of the day having the TV on as more or less background.

And I'm sure that still drives the numbers. They probably seem really high to me partly because I pretty much only have the TV on if I'm actively watching something. Used to always drive me crazy if I would share a room with someone on a trip and the first they did on entering a hotel room was to turn the TV on.