Media Companies to Segregate Online and TV News Audience Data for Marketers

Media companies have been rapidly rolling out platforms to appeal to a wider range of marketers. These newer platforms, especially those with digital reach are designed to attract the attention of younger consumers. But new information from Nielsen indicates that one form of traditional media, TV, still attracts significant numbers of 18–34 year olds, a key demographic group for many marketers.

Nielsen recently worked with a Pacific Northwest-​based media company that wanted to better understand its audience in order to improve its content and ad space inventory. The media company discovered that its TV stations were attracting late night news viewers and its websites were also visited by significant numbers of consumers. But these consumer groups were not exact duplicates.

The late night TV news has a reach that looks like this:

  •  Ages 18–34 12.9%
  • Ages 25–54 22.9%
  • Ages 55+ 34.5%

The websites provided reach to additional consumers as follows:

  • Ages 18–34 3.9%
  • Ages 25–54 3.0%
  • Ages 55+ 2.6%

The media company also found some unique characteristics in the online audience. In the Seattle, WA market, 53% of the online audience was male but men comprised only 29% of the TV late news audience. Further, about 1/​3rd of the late night TV audience in the market has a household income exceeding $100,000. For the online audience, the corresponding number is 24%.

This case study indicates that women are heavy viewers of the late night TV news while men are more prominent in the online audience for TV news stations. Media companies that deliver valuable information like this to marketers can improve their results when competing to sell their ad inventory.

[Source: Case Study. Blog​.nielsen​.com. 24 Jan. 2012. Web. 10 Feb. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.