News Viewers Are Where You Find Them
A May 2019 report from Nielsen reveals a few interesting nuggets of information about news viewership outside the home. The insights should help you convince your prospects and clients that local TV news is still the place to be, especially if they want to reach the ever-elusive young adults and other niche audiences.
The first valuable nugget is adults who watch TV news outside the home are more affluent and educated than the general population. Their average age is 38 and their average income is $73,000 and 48% have earned an undergraduate or graduate degree.
Nielsen also included Latinx Americans in the survey for its report, and their average age is younger, or 33; their average income is $54,000; and 40% hold an undergraduate or graduate degree.
The next insight is OOH news viewing is quite a social occasion, as all age groups were viewing with almost 3 other people, and in some cases, more than 3 (especially among Latinx Americans).
The Number of People With Whom OOH TV Viewers
Watched, by Gender and Age Group, November 2018
|
Demographic |
All Adults |
Latinx Americans |
|
Men 18+ |
3.4 |
3.7 |
|
Women 18+ |
2.7 |
3.1 |
|
Persons 18+ |
3.0 |
3.3 |
|
18–24 |
3.0 |
3.6 |
|
25–34 |
2.7 |
3.5 |
|
35+ |
3.2 |
2.8 |
Nielsen, May 2019
You and your prospects and clients (and your news director) will be happy to know a larger percentage of OOH TV news viewers watch local news than watch broadcast and cable news.
TV News Source OOH Viewers Watch, November 2018
|
News Source |
Morning Daypart (6am–12pm) |
Evening Daypart (6pm-12am) |
|
Local |
66% |
64% |
|
Broadcast |
59% |
50% |
|
Cable |
46% |
44% |
Nielsen, May 2019
Maybe, the most important revelation from the Nielsen survey is how OOH TV news viewers respond to the commercials they see. Among older Millennials, 25–34, 39% said “they were likely to purchase a brand/product” while adults 35+ were even more likely, at 43%.
Finally, where OOH news viewers are watching the news may generate some opportunities with the various businesses to convince them to advertise during your local news.
Where OOH TV Viewers Watched, November 2018
|
Location |
All Adults |
Latinx Americans |
|
Restaurant or bar |
53% |
53% |
|
Another home |
51% |
58% |
|
Gym/Fitness center |
30% |
34% |
|
At work |
38% |
38% |
|
In transit |
17% |
15% |
|
Hotel room |
22% |
14% |
|
Airport |
13% |
11% |
Nielsen, May 2019
