Notícias para maiores de 55 anos: o que é preciso saber

Seu bairro, sua cidade, seu país - a necessidade de saber o que está acontecendo a qualquer momento está intrinsecamente ligada à nossa sobrevivência e até mesmo, pode-se argumentar, à nossa própria humanidade. Essa necessidade crítica de ser informado deu origem a uma infinidade de maneiras pelas quais as informações, especificamente o que é genericamente chamado de "as notícias", podem ser acessadas e consumidas. De ofertas robustas de mídia social a uma teia de aranha de maneiras de assistir à televisão - tanto em uma tela grande quanto em nossos dispositivos pessoais - agora podemos literalmente assistir às notícias onde quer que estejamos.

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

À medida que pensamos e planejamos o futuro das notícias e a monetização do público de notícias, o público-alvo expandido de 25 a 64 anos ilustra uma parte confiável, segura e lucrativa da equação. Sim, o mundo continuará girando, as pessoas encontrarão novas maneiras de se manterem informadas, mas o público de 55 a 64 anos continuará assistindo e gastando de forma robusta. E os dados mostraram que eles têm os recursos para fazer exatamente isso.

Notas

1. Nielsen: NLTV, visualização por gênero, abril de 2022
2. Nielsen: NLTV, visualização por gênero, abril de 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: Ao vivo + mesmo dia, dia total % de participação por uso total da televisão, abril de 2021 vs. abril de 2022
6. Nielsen: NPower, Live+same day, total de impressões do dia, abril de 2022
7. Soluções Nielsen Catalina: Lealdade à marca, agosto de 2018 a julho de 2021.
8. Soluções Nielsen Catalina: Lealdade à marca, agosto de 2018 a julho de 2021.
9. Scarborough USA+, 2021 Release 2: "Likelihood to own another car brand vs. US Adult".