TV-Trained Baby Boomers Have Seen It All Before

Jun 4, 2007  •  Post A Comment

Baby boomers were the first generation to grow up with television. They watched “Wagon Train” in the 1950s, “Star Trek” in the 1960s and eagerly responded to the revolution in subject matter and content that began with the debut of Norman Lear’s “All in the Family” in 1970. They have endured the medium’s technological evolution — color, remote control, cable, DVRs, etc.
Audience data can tell us which programs boomers are viewing today. But how do they view these programs? Apparently very differently—depending on the program.
Every day of the year, IAG panelists answer a battery of questions about the TV programs they viewed the previous day. To understand viewing behavior, one set of questions focuses on key elements of the program; those we call engagement questions. For example, for a one-hour show such as “CSI: Miami,” IAG asks all panelists who viewed the program a dozen questions about that specific episode. A wide variety of programs are included as IAG measures 21 networks: CBS, USA, ESPN, TLC, Fox, etc.
On a typical day, about 1,500 baby boomers take the IAG surveys, totaling more than 12,000 baby boomers during the course of a month.
The main business insight IAG has uncovered from conducting more than 140 million program engagement surveys is that attention to the program is strongly linked to ad recall.
The following programs achieved the highest engagement scores so far this season.
For this table, one program was selected from each of the five broadcast networks that scored the highest in engagement among baby boomers (adults 40 to 60). These leading shows share one trait: All are scripted programs.

Your Comment

Email (will not be published)