A view from Andrew Challier, Chief Client Officer, on whether the decline in young TV audiences is accelerating.

In this article Andrew shared his view: Our recent report, TV at the Tipping Point, projects a continued downward trend in viewing among 16-34 year olds, but not an acceleration. And although data from the start of the year has delivered figures that are below our “worst-case scenario”, this may be due to unique factors this year, such as Sky’s deal with Netflix.

Younger audiences are watching TV in non-linear forms but brands need to understand whether they are actually seeing ads. For example, the lightest third of 16- to 34-year-old viewers watch only 10 minutes of linear TV per day, yet it is the lightest third of any target audience who are critical to delivering significant reach above 50%.

Andrew highlights that perhaps the most interesting question is whether the viewing habits of the young will revert to those of previous older generations.

To read the article in full on Campaign, please click here.

First featured on 13/03/2019