An ION Media-commissioned Nielsen study shows younger, more diverse audiences are increasingly turning to broadcast television. Meanwhile, broadcast-only TV homes have grown by 41% in the past five years (15.8 million households).
Of particular note is the finding that younger, Millennial viewers are turning to broadcast TV. Broadcast-only homes have a higher percentage of young viewers (median age 34.5) than total TV households (39.6). Additionally, 39% of broadcast-only homes have children in the household, compared to 34% of total TV households. According to the report, broadcast-only homes have a greater composition of working head of households than total TV homes – 67% are in the workforce.
Broadcast-only homes also represent a significantly higher composition of Hispanic, African-American, and Asian households (42%), as opposed to total TV households (30%).