Pivotal Research Group says there was a 2% to 4% gain among 18- to-34-year-old viewers -- with hikes of 4% at Fox (62.6% reach among those viewers); 3.9% at CBS (61.8%); 3.5% at NBC (to 61%); and 1.7% at ABC (58.3%).
Strong gains were also witnessed at two cable news networks -- Fox News Channel at 4.8% (to a 15.4% reach ) and CNN at 3.4% (to 19.7% reach).
“The expanded reach for Fox News and CNN is unsurprising, given the election, but the expansion in reach among broadcast networks suggests some degree of success in airing programming that appeals to younger viewers,” writes Brian Wieser, senior research analyst of Pivotal.
Among the highest in reach currently for 18- to-34-year-old viewers are FX (33.7%); ESPN (33.4%); Comedy Central (29.1%); TNT (29%); and Freeform (28.6%).
Reach refers to the total number of different people or households exposed at least once to a medium during a given period. It is important for marketers, says Pivotal’s Wieser because the aim for media buying packages is to have “less unintended duplication.”
Major broadcast networks have a reach of 85% to 88% of households watching each network for at least one minute during the month. On a overall viewer basis, the reach range is 72% to 75%, which fell slightly versus a year ago.