It’s an oft-heard mantra that young
adults don’t watch local TV news and are more likely to turn to the
Internet as their primary news source. There is certainly evidence to
support this point of view; but it’s not quite so cut and dried, according to The Media Audit.
Denver, CO; Portland, OR; and Austin,
TX are three markets that attract many young adults because of excellent employment and
entrepreneurial opportunities, climate, culture and outdoor
activities. Austin, according to 2015 data from The Media Audit,
appears to be the most attractive. Include adults 35–44 in the
equation, because the oldest Millennials are now entering this age
group, and those adults with a Millennial mindset are either almost
half of these markets’ entire populations or more than half.
Examining the weekly cumes for the four
major network affiliates in Austin – KVUE-TV, ABC; KEYE-TV, CBS;
KXAN, NBC; and KTBC-TV, Fox – reveals that early morning news is
where advertisers targeting young adults should have a presence.
Except for KXAN, the early morning news at the other three stations
has a larger audience of adults 18–44 than adults 55+.
Adults 55+ viewership definitely
dominates early news and late news, except KTBC where the weekly cume
for adults 18–44 is 40.2 percent, compared to 33.6 percent for
adults 55+. The late news on KTBC skews even further to the younger
age group, 44.9 percent versus 26.7 percent.
A primary reason could be KTBC’s late
news airs at 10 pm, allowing those career-focused and entrepreneurial
young adults to grab more zzzzs.
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