现在是美国各地的初选季，政治话题无处不在，而且出现在每个屏幕上。今早出去喝咖啡时，我无意中听到有人在争论昨晚的初选辩论谁赢了。第一个人在家里现场观看了辩论，而第二个人只在社交媒体上看到了早间新闻的精彩片段。
在思考内容、新平台和服务的丰富性时，我开始思考这个特殊的例子是如何凸显出我们的多屏使用已经发展到了多么广泛和广泛的程度--而且跨越了所有年龄段。第二屏和第三屏的使用在全国范围内也很普遍，而不仅仅是纽约、芝加哥和旧金山这样的大都市。
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.
说明
- 尼尔森地方媒体，尼尔森地方电视观众，5 月 22 日，RDU DMA
- Nielsen Local Media, May 2022 Custom Cross-Platform, Deduplicated Reach Across TV & Digital, RDU DMA
- 尼尔森全球估计，2012-2022 年
This article originally appeared on Broadcasting+Cable.
