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THE CHANGING BROADCAST TV AUDIENCE

June 21, 2013

The average age of TV viewers is set to reach 50 by 2015, according to a Bernstein Research report cited by The Los Angeles Times. So where are younger viewers going? They are the backbone of the Zero TV audience (people watching TV without a television).

According to research reported by the Wall St. Journal, the majority of 12-34 consumers now watch TV via smartphone or tablet (24%) or computer – desk or laptop (30%). Broadcast TV now only controls 28% of this market. The increased use of DVRs also adds challenges for broadcast TV advertisers. In the past five years, DVR use has grown from 28% to almost half the market (45%).

If you want to reach people 35 and older, broadcast TV is still a powerful and critical marketing tool. But if you want to reach people under 34 years old, you should be adding online video to show off your TV commercials. It’s that simple.

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