To Cut the Cord or Not Cut the Cord
We all prefer the big, simple idea. But when it comes to audience demographics the world is getting much more complicated.
There were 2 charts that caught my eye around demographic planning for campaigns: 1) TV is a house divided between older and younger Americans; and 2) the other divide is between cord and cutting the cord households.
The TV generation gap is wide. Even though the average consumption rate is nearly 5 hours, there is wide gap between 18-34 (2:17) and 50-64 (6:11). To reach an 18-34 year old on regular TV is going to take massive frequency and would be much more efficient using a digital medium.
The second chart shows why people are NOT cutting cable cord. More than 70% of households have not cut the cable/satellite cord–and have no plans to drop it for the reasons in the chart.
So for now, the traditional pay-tv subscription TV is holding steady, but know if a few more House of Cards programs hit on steaming TV and a few sports events start to gravitate to streaming platforms, the cords may become severed at a very fast rate.