Changes in Audience Trends for Adults 55+

iSpot COVID-19: Adult 55+ Audience Trends

  • The 55+ demo is seeing the most reach during Primetime on the 4 major broadcast networks (NBC, ABC CBS, FOX).
  • Of these top performing broadcast networks, NBC Primetime is the top performer for the 55+ demo with 35% segment reach in comparison to FOX which only saw 24% reach within the segment.
  • Of the 4 major broadcast networks, ABC is seeing the largest increases in WoW Average Time Viewed.
  • In particular, the Late Fringe PM daypart led with a 31% increase and Early Morning (+17%) and Overnight (+15%) followed.
  • Fox News Daytime is a strong performer among the 55+ demo, ranking top 10 in reach while seeing the second highest Average Time Viewed (115 min) and a 10% increase in WoW viewership.
  • While Fox News Daytime appears to be increasing in WoW viewership, CNN Daytime should also be monitored as it’s seeing the largest WoW increase in viewership (15%) compared to other cable news networks on any other daypart.

iSpot: Top 20 National Cable Networks by Adults 55+ Viewership

iSpot: Top 20 National Cable Networks by Adults 55+ Viewership
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