Changing TV viewing habits of older viewers
8 September 2014
The continuing value of linear television is underlined by the fact that television is still comfortably the biggest display advertising medium, and we expect to see strong growth in 2014 and 2015 in spite of the growing impact of online to TV viewing.
Viewing among the 35+s has held up well, and the subset of 45-64s, who control most of the UK’s disposable income and are heavy TV viewers while embracing new technology and modern attitudes, will become increasingly important for broadcasters as the age profile of the UK gets older.
We do not see an overall dramatic shift away from television to other forms of entertainment, though this cannot be taken for granted.