ニュース視聴55歳以上：知っておくべきこと

あなたの住む地域、あなたの住む都市、あなたの住む国......その時々に何が起きているのかを知る必要性は、私たちの生存、さらには人間性そのものと切っても切れない関係にある。情報を得るという重要なニーズは、情報、特に一般的に「ニュース」と呼ばれるものにアクセスし、消費するための無数の方法を生み出した。強力なソーシャルメディアから、蜘蛛の巣のように張り巡らされたテレビの視聴方法（大画面でも個人所有の機器でも）まで、私たちは文字通り、どこにいてもニュースを見ることができるようになった。

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

ニュースの未来と視聴者の収益化について考え、計画するとき、25歳から64歳という拡大した層は、信頼でき、信頼でき、収益性のある方程式の一部であることを示す。しかし、55歳から64歳の視聴者層は、今後もしっかりとニュースを視聴し、消費し続けるだろう。しかし、55-64歳の層は、これからもしっかりと視聴し、消費し続けるだろう。

備考

1. ニールセン：NLTV、ジャンル別視聴数、2022年4月
2. ニールセン：NLTV、ジャンル別視聴数、2022年4月
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. ニールセン：NPower：2021年4月対2022年4月、テレビの総使用量に占めるライブ＋同日、トータルデイのシェア％。
6. ニールセン：2022年4月、NPower、ライブ+同日、総インプレッション数
7. ニールセン・カタリナ・ソリューションズブランドロイヤルティ 2018年8月～2021年7月
8. ニールセン・カタリナ・ソリューションズブランドロイヤルティ 2018年8月～2021年7月
9. Scarborough USA+、2021年リリース2：「別の自動車ブランドを所有する可能性 vs 米国成人」。