Did Digital Kill the Television Star?

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Do you Hulu? How about Netflix or Apple TV? If you answered “yes,” you’re not alone. Because consumers now hold the internet in the palm of their hand, there are more ways than ever to engage with media and other content. Local television news, once the gold standard in message delivery, now shares space with Facebook, Twitter, Buzzfeed, Vox, Politico, and hundreds of other websites featuring news content. But before you start hammering nails into the broadcast television coffin, here are three reasons why we believe a funeral is premature:

  1. A recent survey from TDG Research shows that while adults aged 18-34 prefer streaming services to traditional television, adults over age 35 overwhelmingly prefer traditional pay-tv services. With any media buy, the first consideration should always be your target demographic, and America is older than you might think. The median age for the U.S. population is 46, which closely mirrors the median age for viewers of nightly newscasts. According to Nielsen, the audience for evening network news broadcasts increased 5% in 2014.
  2. According to the Pew Research Center, while late newscast viewership is declining, fringe (early evening) and morning local news viewership is up for the second year in a row, and on-air ad revenue has increased incrementally each year.
  3. While more Americans consume news from a digital device than from network news, just as many get their news from watching a local television station as from a digital device, according to Pew.

As a full-service media buying agency, Evolution can assist you with planning your next media buy and helping you determine the best tactical strategies to reach your target audience. Let us use our volume media buying clout to maximize your budget and ensure your message gets noticed!