As broadband access increases in homes, studies suggest that people are watching less TV and spending more time online. Known as "light TV viewers," these people watch less than two hours of TV a day, and comprise roughly 31% of adults 18 to 49. We conducted a series of six new cross-media studies for TV and YouTube campaigns to find out if this trend would continue, and how it might impact advertisers in 2012.
At the end of 2011, several signs seemed to indicate that younger viewers were watching less TV and spending more time online. In fact, broadcast only/broadband homes have increased 22.8 percent since Q3 2011. We conducted a series of new cross-media studies for TV and six YouTube/GDN campaigns to find out if this trend would continue, and how it might impact advertisers in 2012. Among our key findings:
- People in the light-TV-viewer group tend to be younger (49 years old and below), diverse, college-educated, high-income, social-networking, influential consumers.
- On average, YouTube and GDN campaigns added 4 percentage points of incremental reach to the lightest TV viewers - all while costing 92 percent less than they would have on TV
- Light TV viewers that viewed both types of media saw more online ad impressions than TV ad impressions
Light TV viewers are valuable and a significant part of your audience... and they are the future.