• by Wayne Friedman , May 24, 2018

Young viewers who are using new technology to get their media in different ways are viewing out-of-home. The biggest benefactor? Broadcast TV.

Nielsen says generation Z/millennial viewers created the most lift for broadcast networks and yielded higher results than other demographics -- adding 13% and 10%, respectively.

These results come from the Nielsen NPower measure for all of 2017, based on out-of-home viewing of fully encoded TV networks. Lift is calculated on weighted gross ratings.

Looking specifically at sports TV networks, generation Z/millennial viewers added 11% and 10% respectively. Nearly half (45%) of out-of-home viewing for sports programs coming from gen Z/millennials.

Nielsen says that 39% of all out-of-home viewing came from generation Z/millennial consumers --14% higher than national in-home viewing for these demographic segments.

Looking at all networks, there is a 6% viewing lift for all viewers six years of age and older, 7% for Gen Z; 6% for Millennials; 4% for Generation X; 3% for Baby Boomers; and 2% for the Greatest Generation.

Nielsen says an OOH audience is 6% more likely to be affluent -- household income over $100,000.