Millennials still connect to ad-supported TV | Media Analysis | Business
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Millennials – those in the 18-to -34 age bracket – feel connected to TV shows and their characters – and will regularly set aside time to watch their favourite programmes.
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That’s according to research from the Video Advertising Bureau, which found that millennials also share and post video clips, follow actors on social media, read recaps and scour the web for behind-the-scenes information, the report found. A full 55% of millennial respondents use phrases from shows in everyday conversations, 45% have made a recipe they saw on TV and 43% said they have dressed up as a TV character on Halloween. Another 43% of millennials said they’ve eaten at a restaurant because it or its chef was featured in a TV show.

This trickles down to advertising: “Someone who is highly attached is three times more likely to engage with the brand,” the report said. “They are less price sensitive, go deeper into the product line and have a higher lifetime value to an advertiser.”

The survey found that 43% of millennials said they purchase a product they saw on a TV show, compared to 40% of adults overall. Similarly, 43% of millennials said the purchased a product they saw on TV, either in the programme or during an ad, compared to 25% of all adults.

Also, ad-supported TV is still thriving: The VAB survey found that 44% of millennials watch their favourite shows on broadcast or cable, topping Netflix (25%), Hulu, 12%, Amazon Prime (10%) or other streaming (8%).

Millennials are drawn into TV’s complex storylines, rich character development and well-known talent resulting in an unmatched emotional response,” the report said.