Some 51% of 18-24 strongly or somewhat agree with the statement “I’m okay with ads if content is free” when it comes to their mobile content, according to a Nielsen Millennial study. Another 17% strongly or somewhat disagree with this.
Slightly older media consumers -- ages 25-35 -- are a little less supportive, with 46% strongly or somewhat agreeing with the advertising for free content, while; 23% disagree.
Traditional TV advertising for Millennials seemingly also has good results. When it comes to traditional TV, Nielsen says less than 2% of 18- to- 34-year-olds changed the channel during commercials, compared with 5.5% of 35- to-54-year-olds and more than 8% of viewers 55+.
But all this comes with some heavy distraction -- perhaps multitasking with other devices. Nielsen says Millennials have “the lowest program engagement and lowest ad memorability scores during the studied shows.”
First-quarter 2016 results still show strong traditional TV weekly usage among adults 18-34 -- 66% of their weekly video time minutes. Connected TV gets 23% of that time, with 8% for laptop/desktop computers, 2% for smartphones, and 1% for tablets.