Younger demographics are flocking to local U.S. news station fueled by their hunger to make sense of current events, suggests data presented by media measurement giant Nielsen during the first day of NATPE Miami.
Spurred on by the events of the past year, including the pandemic, the Black Lives Matters movement and, most recently, the Capitol Hill riots, growth by age for news has sky-rocketed year-on-year by as much as 100% among 18 to 24 year olds.
Analysing the viewing behavior following the Capitol Hill riots on Jan. 6 as a recent example, Justin Laporte VP Audience Insights Nielsen, noted that young audience figures had surged by as much as 100% for local news, while national news broadcasters also enjoyed a 50% uptick among this demographic.
During the online presentation, given at NATPE’s “A New Day for Stations” panel, Catherine Herkovic, exec VP MD Local Television, Nielsen, added: “What we’ve seen during the...
Spurred on by the events of the past year, including the pandemic, the Black Lives Matters movement and, most recently, the Capitol Hill riots, growth by age for news has sky-rocketed year-on-year by as much as 100% among 18 to 24 year olds.
Analysing the viewing behavior following the Capitol Hill riots on Jan. 6 as a recent example, Justin Laporte VP Audience Insights Nielsen, noted that young audience figures had surged by as much as 100% for local news, while national news broadcasters also enjoyed a 50% uptick among this demographic.
During the online presentation, given at NATPE’s “A New Day for Stations” panel, Catherine Herkovic, exec VP MD Local Television, Nielsen, added: “What we’ve seen during the...
- 1/20/2021
- by Ann-Marie Corvin
- Variety Film + TV
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