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The last demographic: How is TV catering for its oldest and most loyal audience? - Venture Insights

Report Overview

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The last demographic: How is TV catering for its oldest and most loyal audience?

PublisherEnders Analysis.
Publish Date March 14, 2017
Sector Broadcast TV, Media, TV.
Company BBC, Channel 4, ITV.

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Linear television’s audience is ageing; with the drop in viewing by younger demographics, consistent viewership by the over 65s has seen them increase their share of total viewing since 2010 from 24% to 31%.

The difficulties and efforts to re-engage with the younger cohorts are well documented. But what of the resilient, older group that forms the stable core of the television audience?

Conspicuous attempts are being made to create specific shows targeted at the oldest viewers, but outside of limited categories, creating relevant programming may be more difficult than expected.