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Can linear TV still reach the 16-34 audience?

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Although the appetite to consume high-quality video content for several hours of the day has remained consistent, the platforms and devices through which we are consuming this content are becoming increasingly fragmented. This fragmentation is far from a new concept, however, the competition for viewing time is increasingly evident in 2019. Increases in broadcast video on demand (BVOD), time-shifted viewing (on-demand services) and unidentified TV consumption (non-BARB reported programming) are all reported within the latest BARB viewing report and are especially prevalent across younger audiences.

Over the past year, BARB released its multiple screen viewing figures as one of the first stages under Project Dovetail initiative. This has provided a wealth of data into how TV content is viewed across devices and has highlighted the uplift that non-TV devices have on viewing figures. This is most evident in younger based content such as Love Island, which gained up to 27% in incremental viewing through non-TV devices in 2018. As we build more insight into how video content is being consumed, the way we plan to reach our audience needs to shift accordingly. This is most prevalent amongst the younger audiences who are at the forefront of the changes in consumer behaviour.

BARB reported that in 2018, unidentified viewing accounted for 71 minutes of 16-34 year old video consumption daily; over 20 minutes more than the reported figure for all individuals. This increase in unidentified viewing inevitably eats into the amount of commercial video consumed by this audience, therefore is a change of approach required to truly reach the 16-34 year old audience?

All Response Media viewpoint
Despite the recent reports on the shifts in consumer behaviour, live TV still occupies the largest share of time for daily video consumption in the 16-34 year old audience at 1.6 hours per day.

tv viewing
Daylite: Share of TV/Video consumption (15-34 Adults)

This is still only half of the average live TV consumption per day by adult audiences and highlights the need for a content-driven approach to planning and optimising campaigns directed at younger audiences. The increased insight into how programmes are consumed should be welcomed and used to help direct planning and access incremental pools of viewers across BVOD platforms, however, the increased price to access this content often means that performance campaigns don’t back out from a cost per acquisition (CPA) perspective.

When targeting younger audiences, live TV shouldn’t be neglected as this can be achieved through:

  • Utilising highly indexing stations
  • Aggressive in-campaign buying to gain presence in high indexing programming
  • Running all-time campaigns to take advantage of later timebands where viewing is higher
  • Supplement with contextual, low-cost sponsorship opportunities

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