Menonton berita 55+: hal yang perlu diketahui

Lingkungan Anda, kota Anda, negara Anda-kebutuhan untuk mengetahui apa yang sedang terjadi pada suatu waktu tertentu terkait erat dengan kelangsungan hidup kita dan bahkan, bisa dikatakan, kemanusiaan kita. Kebutuhan kritis akan informasi tersebut telah memunculkan berbagai cara untuk mengakses dan mengonsumsi informasi, khususnya yang secara umum disebut "berita". Dari penawaran media sosial yang kuat, hingga jaring laba-laba untuk melihat televisi-baik di layar lebar maupun di perangkat pribadi-kita sekarang benar-benar dapat menonton berita ke mana pun kita pergi.

And we do. Looking at overall viewing, news continues to hold the top spot in viewing categories. In this category, people 25-34 watch more news than any other program genre, accounting for 11% of viewing share, and people 35-54 account for an impressive 15% share¹. But the real winner in news viewing is the 55-64 demo, which, while smaller in range of years, accounts for more viewership share than each of the other two groups with a 16% share². The devotion to news viewership among adults 55-64 should be underscored…and valued for their loyalty.

Not only do older adults watch the most news, but the 55-64 year old demo brings an overall lift to impressions. By aggregating the 55-64 demo with the 24-54 key demo, total impressions from all sources—broadcast, cable, All-Other-Tuning (AOT³) and non-traditional viewing sources (non-HUT⁴) —increased by an impressive 56.5% in April 2022⁵  (up from an also impressive lift of 54.9% in April 2021).

The way we view continues to evolve: Households viewing from non-HUT sources grew 8% on a year-over-year basis, with a disproportionate amount of that change coming from people 25-34, who shifted their viewing to non-HUT sources by 10%. Perhaps unsurprisingly, the reliable 55-64 news viewers switched to non-HUT sources the least at 6%⁶. Importantly, let’s not forget that this 55-64 demo generally holds more net worth and has more discretionary income than the younger demos. ICYMI, check out this piece on the buying power of 55-64.

And consider brand loyalty— common  guidance is that the battle of the brands is fought in the early years, making the younger demos the sought-after consumer. But current studies show that the 55-64 demo, in addition to being the leading consumers of news, is also open to trying new brands. Looking at the sum of incremented, consecutive brand purchases⁷, there is very little difference between repeat brand purchases among 55-64 compared to other younger groups. All groups are declining in this metric, and therefore open to new brands within a category.⁸

Digging deeper into an example of brand loyalty in a specific and ultra-important category—automotive—data shows that people 55-64 are more likely to own multiple brands of vehicles – high-end, luxury, …the list goes on, and just gets even more impressive.⁹

Ketika kami memikirkan dan merencanakan masa depan berita dan memonetisasi pemirsa berita, demo yang diperluas dari 25-64 menggambarkan bagian yang tepercaya, dapat diandalkan, dan menguntungkan. Ya, dunia masih akan terus berputar, orang-orang akan menemukan cara-cara baru untuk tetap mendapatkan informasi, tetapi demo 55-64 akan terus ditonton dan dibelanjakan dengan kuat. Dan data menunjukkan bahwa mereka memiliki sumber daya untuk melakukan hal tersebut.

Catatan

1. Nielsen: NLTV, penayangan berdasarkan genre, April 2022
2. Nielsen: NLTV, penayangan berdasarkan genre, April 2022
3. AOT – All Other Tuning: Content that cannot be identified by codes or matching audio signatures; therefore, cannot be assigned to a final distributor (and thus a station code). In order for content to be considered the unencoded/unmatched content must originate from a HUT (households using television) device such as a TV or set top box. 2022 Nielsen Local Reference Supplement
4. Non-HUT: Not a Household Using Television source – Alternate ways of viewing TV, memory stick, camera, or portable/handheld game, as defined by HUT. 2022 Nielsen Local Reference Supplement.
5. Nielsen: NPower: Siaran langsung + hari yang sama, total hari % pangsa berdasarkan total penggunaan televisi, April 2021 vs. April 2022
6. Nielsen: NPower, Live + hari yang sama, total tayangan sehari, April 2022
7. Nielsen Catalina Solutions: Loyalitas Merek Agustus 2018-Juli 2021.
8. Nielsen Catalina Solutions: Loyalitas Merek Agustus 2018-Juli 2021.
9. Scarborough USA+, 2021 Rilis 2: "Kemungkinan untuk memiliki merek mobil lain vs Orang Dewasa AS".