An unusual study of television households shows a rise in the number of broadcast-only homes over the past five years. The study by Nielsen, commissioned by ION Media, reports broadcast-only homes increased by 41% during the period, to 15.8 million homes, ION announced today.
The study, ION says, confirms that younger, more diverse audiences are increasingly turning to broadcast television.
“The study supports ION Media’s continued TV station and affiliate portfolio expansion, which will give U.S. households greater access to independent and affordable entertainment, kids, and lifestyle programming,” the company says in Monday’s announcement.
“Broadcast television is also proving it isn’t just for older generations, as younger, Millennial viewers continue to discover its benefits,” ION adds. “The report’s findings show that broadcast-only homes have a higher percentage of young viewers (median age 34.5) than total TV households (39.6). Additionally, 39% of broadcast-only homes have children in the household, compared to 34% of total TV households. Broadcast-only homes are also hard at work. According to the report, they have a greater composition of working head of householders than total TV homes, with 67% in the labor force.”
The data comes from Nielsen Research’s report “A Closer Look at Broadcast Households,” along with Nielsen 2017/2018 TV universe estimates.
“The growing multicultural population has placed an emphasis on programming that caters to diverse audiences,” ION notes. “This has become increasingly important among broadcast-only homes, as the report concluded that they represent a significantly higher composition of Hispanic, African-American and Asian households, 42%, compared to 30% of total TV households.”