Broadcast TV Networks' Reach For Viewers 18+ Now Under 50%: Analyst
Key reach metrics for the largest broadcast networks are now well below 50%, says MoffettNathanson Research -- down from their levels of 70% to 75% ten years ago -- with cable TV networks now under 30%.
ABC, CBS, and NBC broadcast networks are estimated at a projected reach for persons 18 years and up of 46%, 41%, and 41% respectively, as of the second quarter of 2024, while Fox comes in at 34%.
In second-quarter 2014, these four networks registered 78%, 74%, 76%, and 70% for reach, respectively.
“Linear TV reach -- the very heart of the networks’ go-to-market advantage -- has fallen dramatically over this timeframe,” says MoffettNathanson Research.
The strongest-performing cable TV network is ESPN at 28% -- down from 44%.
The article highlights the decline in broadcast TV's reach, especially among viewers under 50, with less than 50% tuning in. This shift is crucial for marketers and political campaigns, who must adapt to the growing dominance of digital and streaming platforms. Conservatives, in particular, should take note and reorient campaign strategies to embrace digital marketing methods. By doing so, they can stay competitive in reaching key voter demographics and effectively navigate the increasingly fragmented media landscape, ensuring that their message resonates with younger audiences who are migrating online.
~Political Media