Viewers 55-64 Deliver Most Screen Attention
In a TV report for the third quarter, older TV viewers gave the greatest “attention” to TV programs and commercials — and in particular, older women viewers.
TVision, which measures what it terms “eyes on the screen,” 55-to-64-year-old TV viewers were more attentive than any other demographic group. They hit a 120.4 index when viewing program content.
The lowest attention score went to those under 18 years of age, at 89.5. Those 35-44 were the next lowest at 93.0, and viewers 18-24 came in at a 97.3 index.
TV commercial attention was similarly ranked: Viewers 55-64 scored a 122.3 index, and the next-lowest category was viewers under 18 at a 90.4 index, followed by 35-44-year-olds, at a 94.5 number. Viewers 18-24 were at 97.9.
The top commercial attention-indexed brands during the period were: GoodRx (114.2); Aflac (112.9); ExxonMobil (112.3); CoolSculpting (111.0); and Walgreens (110.0).
Source: Friedman, W. (2018, November 5). Viewers 55-64 Deliver Most Screen Attention. MediaPost.
Partisans Remain Sharply Divided in Their Attitudes About the News Media
While most Americans expect the news to be accurate, most also say news organizations cover up mistakes and take sides. The 44% point gap between Democratic and Republican support for the watchdog role (82% vs. 38% respectively), along with the 47-point difference last year, are the largest measured by Pew Research Center in the more than three decades the question has been asked. In contrast, members of the two parties were about equally likely to support the news media’s watchdog role in 2016 during the Obama administration.
Source: Gottfried, J., Stocking G., & Griece, E. (2018, September 25). Partisans Remain Sharply Divided in Their Attitudes About the News Media. Pew Research Center.
Editor’s Note: This article, which appeared in late September, is still timely. It is based on a Pew Research Center analysis of survey data of 5,035 U.S. adults collected between February 22 and March 4, 2018.