The Elusive Millennial. We’ve heard the expression before. It’s been detailed in books, articles, and blogs. It’s based on the simple fact that as generations evolve, they tend to consume information in different ways. As any generation or demographic consumes information differently, it is natural that advertisers – those tasked with reaching specific audiences with tailored brand or campaign messages – would want to learn as much as possible about those consumption tendencies and work to deliver information when it is most relevant and most likely to be viewed.
We know that millennials like information quickly, at their fingertips, and with easily available options on how that information can be received. One particular form of information delivery that has become an increasingly difficult medium when it comes to reaching millennials is television.
Rani Molla, a Data Editor at Recode, recently outlined several key metrics related to these elusive millennials and their consumption of the ubiquitous advertising medium of television. As she writes, “Millennials spend more time watching DVR or VOD than live TV. Of the video millennials do watch, 35 percent comes from streaming services like Netflix or on-demand video from a pay TV. They spend 20 percent of their viewing time watching recorded shows off their DVR.”
In fact, the viewing trends Molla outlines are nothing new - advertisers and analysts have been tracking the shift away from live TV for years.
“Live TV has been losing ground across all demographics,” says Molla. “The share of consumers who watch live TV at least once a week…has shrunk from 92 percent in 2014 to 80 percent in 2017.”
The challenge, then, is finding new ways to not just serve ads during targeted television programs, but to actually find and engage with this audience in a moment when they’re ready to engage. At InStadium, we’ve done extensive research on not only why this valuable and often-targeted demographic is elusive but what it takes to reach them.
And what have we found? The live sports environment is like no other. From millennials to boomers, the live sports environment continues to be a place where an affluent and demographically diverse audience gathers with excitement and anticipation.
And what have we done to reach them? With years of industry expertise and careful planning, we’ve assembled the largest live sports network intentionally built around the dominant sight, sound, and motion assets that InStadium utilizes. We deliver impact and brand breakthrough in an environment where the audience is the opposite of elusive – they’re present, they’re loud, they’re happy, excited, and ready for anything.
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