As the effects of cord cutting continue to rankle the pay TV world, Nielsen is assuring folks that younger audiences are still watching TV, just not at home.
According to new data from Nielsen, 39% of all out-of-home viewing came from Generation Z (Gen Z) and millennial consumers, which is 14% higher than national in-home viewing for the same demographic segments.
“When we looked at specific program genres such as news and sports, OOH viewing continued to deliver incremental audience lifts, especially among the key buying demos, Millennials and Gen X. For news, this is even more true because for national in-home viewing Baby Boomers and the Greatest Generation comprise 72% of the audience,” wrote Nielsen. “This older audience makes up half of the incremental OOH audience, a 22% drop. What’s more impressive is that for Gen Z and Millennials the share of incremental OOH viewing for news, as compared to national in-home viewing, nearly tripled. Furthermore, the OOH share of viewing from Generation X (Gen X) jumped from 18% for national in-home viewing to 23% for OOH.”
Nielsen said that sports programs score 45% of OOH viewing from Gen Z and Millennials, and that OOH viewing of sports content is 15% more likely to come from persons 18-49 than from the national in-home viewing audience.
Earlier this year, NBC’s broadcast of Super Bowl LII added 12 million OOH viewers, giving the broadcast a 12% lift to an average of 115.6 million viewers.
Last year, both ABC and CBS signed up for Nielsen’s OOH measurement.