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BizReport : Advertising archives : July 26, 2016

Study: TV a priority for many Millennials

While most experts tout streaming services as Millennials most chosen form of video viewing, one new report indicates television is not off the radar of this influential demographic. According to the Video Advertising Bureau, television is fueling Millennials' online conversations.

by Kristina Knight

"The avalanche of Millennial research has hyped isolated characteristics that can be misleading, via proprietary studies that can't be verified," said Jason Wiese, VP/Strategic Insights at the VAB. "We're providing clarity on overall viewing - scale, time and impact - from audited, third-party, industry standard sources, so advertisers and agencies can see younger consumers from a more accurate perspective."

According to the Video Advertising Bureau's new report, Millennials Decoded: Turnt Up for TV, television viewing is actually providing the topics and fuel that Millennials talk about on social media. Some interesting findings from the report include:

• 65 million Millennials watched TV content during Q1 2016
• 88% of Millennials watch content on TV, 4% watch via smartphone or tablet
• Television garners 9.1 million Millennials (average audience/minute) compared to 4.1 million for smartphones and 1.1 million for tablets

"Marketers need to refocus on the big picture," said Danielle DeLauro, SVP/Strategic Sales Insights at the VAB. "Millennials' commitment to TV brands is greater than ever, as their engagement extends beyond TV to digital and social channels. Most importantly, Millennials are persuaded by advertising on TV which is driving billion-dollar categories in mobile apps, gaming and fantasy sports."

Just how great is Millennials' connection to TV content? The report found they average 89 hours of connection to TV per month while spending 43 hours per month with Facebook and YouTube.

Tags: advertising, Millennial trends, television advertising, television trends, Video Advertising Bureau

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