Local TV Benefits From Targeting Mobile Users

Local TV broadcasters should put more focus on those viewers/consumers who get their local news and information from mobile and other digital devices.

Nielsen says more than 27 million of these consumers — 11% of all adults 18 and older — are in this category, “a very desirable group of viewers and an opportunity for broadcasters everywhere to leverage their unique local content online.”

Nielsen says 64% of these consumers — “local digerati” as Nielsen calls them — are “more likely” to visit a local broadcast TV Web site in the past week.

Generally, they skew female (55%) and younger. In particular, those 25-34 consumers are in this category, making up 25% of all “local digerati.” Those 18-24 years old make up 15%; 35-44, 21%, 45-54, 17%; 55-64, 13%; and 65 and older, 9%.



Local digerati tend to be employed, educated and have higher incomes — 21% earn between $100,000 and $250,000; 17% make $75,000 and $100,000; and 19% earn $50,000 to $75,000. All these income breaks over-index against all adults 18 years and older.

Also of particular interest to broadcasters, Nielsen says 46% of them are largely “light” viewers. Thirty-eight percent of those local digital consumers have visited a local broadcast TV Web site in the past week (a 164 index against adults 18 and older); 36% have watch video on demand in the last 30 days (128 index); and 31% have watched TV program using an online subscription (193).

1 comment about "Local TV Benefits From Targeting Mobile Users".
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  1. Leonard Zachary from T___n__, January 22, 2015 at 10:17 a.m.

    How does this reconcile with the business model of retransmission fees and carriage rights anchored to the payTV bundle? If the website via broadband connection is the draw, does it undermine the basic business model of "subscriber" fees from a payTV bundle?

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