你的社区、你的城市、你的国家--在任何时候都需要知道发生了什么，这与我们的生存密不可分，甚至可以说，与我们的人性息息相关。对信息的迫切需求催生了无数获取和消费信息的方式，具体来说，就是人们通常所说的 "新闻"。从强大的社交媒体到蜘蛛网式的电视观看方式--无论是在大屏幕上还是在我们的个人设备上--我们现在真的可以随时随地观看新闻。
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
在我们思考和规划新闻的未来以及新闻受众的货币化时，25-64 岁这一扩大的受众群说明了这是一个值得信赖、可靠和有利可图的部分。是的，世界仍将转动，人们将寻找新的方式来获取信息，但 55-64 岁的受众群体将继续保持强劲的收视和消费能力。数据显示，他们有足够的资源做到这一点。
说明
- 尼尔森：2022 年 4 月按类型划分的北大西洋公约组织电视台收视情况
- 尼尔森：2022 年 4 月按类型划分的北大西洋公约组织电视台收视情况
- 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
- 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.
- 尼尔森：NPower：2021 年 4 月与 2022 年 4 月相比，直播+同日，全天占电视总使用量的百分比
- 尼尔森：NPower，直播+同日，全天印象，2022 年 4 月
- 尼尔森卡特琳娜解决方案：品牌忠诚度 2018 年 8 月至 2021 年 7 月。
- 尼尔森卡特琳娜解决方案：品牌忠诚度 2018 年 8 月至 2021 年 7 月。
- Scarborough USA+，2021 年发布 2："拥有其他汽车品牌的可能性与美国成年人的对比"。
