The IPA has released the most recent update on their TouchPoints* survey which shows a significant drop in younger people watching commercial TV.
The largest impact is in the 15-17 age group, dropping 41% from 68.1% in 2019 to 39.7% in 2022.
The scale of the drops become less dramatic as we approach the over 45s, after which viewing stabilizes, with only a nominal drop in reach.
All Response Media viewpoint
When planning campaigns targeting younger people (18-34), you should be considering the role that BVOD can play in the media plans in cases where high reach numbers are an objective. If, however, the campaign objective is performance, there are still a number of Sky stations which deliver well against younger audiences.
Advertisers targeting 45+ adults are still perfectly capable of delivering effective performance campaigns and achieving significant enough levels of reach and frequency to deliver successful brand building campaigns using linear TV.
It is advisable to be conducting a regular review of performance against your target metrics to determine whether a BVOD test is appropriate. On the whole, it is advisable to keep your target audience as broad as possible to reduce premiums, and increase total addressable market; usually your primary audience will account for less than half of your sales, so over targeting can be an expensive mistake from a performance point of view.
* TouchPoints is based on a representative sample of over 6,000 adults aged 15+, living in Great Britain. It helps us understand the context of media consumption throughout the day or across a week. We use it to create a 360-degree view of people’s daily lives and all the information we need to successfully implement cross-media channel planning.