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Super Bowl Advertisers Will Reach A Big Audience, But Will They Miss Millennials?
Online survey suggests half of 18–34 audience may not tune in to the big game.
The Super Bowl is arguably the biggest media event of the year. Well over 100 million people in the US will tune in on Sunday.
Yet half of Millennials, who were born in the 1980s and 1990s and now form the bulk of the over-hyped 18–34 demographic, told an online survey that they’re either not going to watch the Super Bowl or probably won’t. While it remains to be seen — what people say and what they do are often two different things — these findings contribute to a growing perception that conventional TV is no longer effective to reach younger audiences.
The online survey of more than 7,000 US Millennials, sponsored by Imgur, found that just 50 percent planned to watch the Super Bowl (or were thinking about it), while 49.6 percent said they were not planning to or probably would not watch.
One must be cautious in taking the findings of a single survey too far. But this is a very large sample. It echoes several studies that show younger viewers are discontinuing cable TV subscriptions and increasingly watching video content on screens other than conventional TV.