全米は予備選挙の季節で、政治的な話題があちこちで、そしてあらゆるスクリーンで飛び交っている。今朝、コーヒーを飲みに出かけたとき、昨夜の予備選討論会の勝敗をめぐる口論を耳にした。一人目の人は討論会を自宅で生中継で見たのに対し、二人目の人は朝のニュースのハイライト・クリップをソーシャルメディアで見ただけだった。
ニールセンについて 豊富なコンテンツ、新しいプラットフォームやサービスについて考える中で、私はニールセンについて この特別な例が、マルチスクリーンの利用がいかに広範かつ広範囲に、しかもあらゆる年齢層にわたって拡大しているかを浮き彫りにしている、と考え始めた。ニューヨーク、シカゴ、サンフランシスコのような大都市だけでなく、セカンドスクリーンやサードスクリーンの利用が全米に広がっている。
The Raleigh, N.C, designated market area (DMA), for example, has a TV universe estimate for adults 18+ of 2.4 million, and its residents are avid cross-platform news consumers, especially during primary season. In looking at reach, one of the market’s leading TV stations reaches 500,000 people each month. Importantly, that reach is split across platforms. Said differently, people in Raleigh don’t just get their news from the living room TV right before dinner.
We know that people are constantly connected to their devices for social media connectivity, texting with friends and leveraging digital channels for entertainment options that aren’t available across linear channels. But the lines between linear and digital are blurring. In Raleigh, half of the above-mentioned station’s audience watches its content on both traditional linear channels and digital ones (mobile, computer, tablet). Somewhat surprisingly, only 14% of adults 55-64 watch on just TV1.
Perhaps even more noteworthy is the audience that’s using multiple platforms—and the impact this has when you consider the upside for brands and advertisers. Specifically, the shift to multiple screens adds significant lift when we consider the audience members who are 55-64—a demo that marketers and planners and buyers typically exclude from their targeting efforts. Yet for this Raleigh station, the overall audience increases by 27% when viewing across all platforms includes the 55-64 audience2.
The engagement among the older demo is simply a reflection of the country’s overall population shift—one that has been happening over the past decade across the whole country, not just in Raleigh. Yet in Raleigh, 1.5% of the TV universe has transitioned from the 25-54 segment to the 55-643 segment. And when we look at multi-device usage among this older group, we see that this group of active news consumers is also contributing to the broadening reach that comes from growing cross-platform usage.
It’s been a while since marketers, planners, buyers and programmers were able to think about audiences through the lens of a single channel or platform, but it’s possible that older audiences haven’t been central in that thinking. Not only does the 55-64 demo outspend larger cohorts, it is continually leveraging different platforms and devices to stay informed and plugged into the ins and outs of the daily news cycle, especially when big political stories are breaking.
備考
- ニールセンローカルメディア、ニールセンローカルTVビュー、5月22日、RDU DMA
- Nielsen Local Media, May 2022 Custom Cross-Platform, Deduplicated Reach Across TV & Digital, RDU DMA
- ニールセン・ユニバース推定、2012-2022年
This article originally appeared on Broadcasting+Cable.
