How to Reach Today’s News Audience with Targeted Ads

How many U.S. adults watch the local evening news on TV? AudienceSCAN data reveals the answer: 23%. Back in the day, consumers had only a few ways to access news. The limited news outlets allowed marketers to reach large audiences. Now the news audience is fragmented as consumers seek out their favorite formats.

How do consumers access news?

TV has long been a favorite format for delivering news. Consumers age 50+ have media habits that skew toward traditional media. 77% turn to TV or radio to get the news.

But your accounts also need to capture the attention of younger consumers. One interesting data point from a new Local Media survey shows that 39% of younger consumers check out national publications for news stories while only 34% of consumers age 50+ do.

What matters to younger consumers?

The Local Media report shows that 70% of consumers under age 25 turn to social media for news. And this behavior “undercuts the advertising and audience revenue models most publishers depend on,” notes Reuters.

The Reuters Institute Report examines the news consumption habits of 18–24-year-olds. And analysts went a step further. They developed recommendations about how producers and marketers can reach this news audience.

Around 35% of 18–24-year-olds say they have an interest in news. For 21%, their go-​to source is TV. The Reuters research indicates that 42% of 18–24-year-olds prefer reading the news.

Podcasts also attract younger listeners. 18% of young adults listen to news podcasts in any given month, compared to 11% of adults age 55+. This format can be another way for marketers to get their messages to younger consumers.

Frequency of news consumption

You and your advertisers should know that 18–24-year-olds are not news-​obsessed. They don’t see the need to check in on developments on an hourly or even a daily basis. In fact, only 35% of 18–24-year-olds express a high interest in the news. That figure has declined from 60% in 2013.

While 87% of 55+ consumers have the daily news consumption habit, only 65% of younger consumers do. Your accounts should be aware of the lower engagement by younger consumers, especially if they plan to run a limited-​time promotion targeting that age group.

What news reports do Gen Zers like best?

They like “fun and entertaining content.” And about 42% veer away from news stories that might be depressing, irrelevant or hard to understand.

What younger consumers like best about news reports are local stories (27%) and fun stories (23%).

These consumers feel they can’t do anything to control what happens and they don’t like the negative impact that serious stories have on their moods.

The Reuters report also reveals that 35% of 18–24-year-olds believe they are not covered fairly in the news. This age group has sometimes been labeled lazy or entitled. Those characterizations in news reports are not likely to make them fans of the producers.

The bottom line is Gen Zers, in particular, lead busy lives. According to AudienceSCAN, 12.3% of Gen Zers don’t have time to read a newspaper every day.

The Power of Individual Content Creators

Another detail to understand about young consumers is their tendency to connect with individual creators. They are accustomed to following influencers who connect them with cultural trends. They develop trust in these individuals. And their behavior follows a similar pattern as they become members of the news audience.

While 39% of younger consumers pay “the most attention” to traditional news, around 51% pay “the most attention” to creators. This attitude reveals a hint to marketers about where they should allocate their advertising resources.

Conclusion

Your accounts can no longer assume they’ll attract the attention of younger consumers by advertising during traditional news reports. As a media company, you can offer them other content formats, such as spots during special in-​depth reports on “fun” topics. Younger consumers, in particular, will appreciate hosts/​news readers who explain the complex background of complicated international events in an easy-​to-​understand format. With this strategy, you can grow the news audience, to the benefit of your accounts and your media company.

Image on Pexels by Cottonbro Studios.