In what may be the most in-depth analysis ever of TV viewing patterns across the generations, IPG Mediabrands’ Magna unit has published new data showing a pronounced stratification of linear TV consumption over time, with the oldest demographics expanding, but the youngest ones crashing as they migrate to new content alternatives.
“Generation X marks a tipping point for linear television as we know it today,” said Magna EVP Brian Hughes, noting that “they are the first cohort that watch less today than they did when they were younger.”
“This trend becomes even more significant among Millennials and Generation Z, with the latter watching less now than they did as children.” He continues, adding, “Meanwhile though, Baby Boomers and Seniors are still avid viewers of live TV, and worthy of targeting there. This is not to say they haven’t also embraced the online world, however. And let’s not forget—what we think of as “linear TV” today will likely take on a very different form 10 years from now.”
The report drills into granular detail how each generation’s viewing patterns have migrated across the full spectrum of video supply, and especially how younger demos have embraced digital platforms like YouTube, not just as a source for content, but as a “search engine and a learning hub, creating a number of ways for brands to connect with them at the right time.”
The report also drills into the economics — especially the supply and demand of ad budgets and the allocation of the media mix — associated with these demographic shifts.
Source: Mandese, J. (2019, March 1). Magna Dives Deep into Demos: 30-Year Analysis Reveals Polarization of Linear TV, Ad Spending Too. MediaPost.
Editor’s Note: “30-Year Analysis Reveals Polarization of Linear TV, Ad Spending Too.”