Television commercials have been a staple of advertising for decades.
But who exactly is watching these commercials?
In this blog post, we’ll examine the demographics of TV commercial viewers and explore some interesting insights that can help advertisers tailor their messages more effectively.
Let’s dive into the data and see who’s tuning in!
Quick Demographic Facts About TV Commercial Viewers
- There are an estimated 123.8 million TV homes in the United States in 2023.
- U.S. viewers aged 15 years and older spent on average almost three hours watching TV per day in 2021.
- Adults aged 65 and above spent the most time watching TV daily.
- In the United States, 85% of people have at least one online platform in their homes.
- Among these people, 67% are paid viewers and 60% have subscribed to online music streaming services.
- Local television news programming garners more viewers on average than cable and network news programs.
The data indicates that TV remains a relevant medium for reaching diverse demographics, with a notable prevalence of online platforms alongside traditional television.
Age Demographics for TV Commercial Audience
- Traditional TV reached approximately 62% of 18-34-year-olds during Q3 2020, while 89% of this age group used the internet on smartphones. On average, these traditional TV users spent around 1 hour and 43 minutes watching traditional TV daily.
- Out of U.S adults aged 18-24, a significant majority, 82%, spend time playing games each day, with 21% of them playing for 1-2 hours daily.
- Online video consumption is impacting traditional TV viewing time, with a higher impact on younger age groups.
The data reflects a transition from traditional TV viewership to digital platforms among younger age groups, affecting the audience demographics for TV commercials.
Gender Demographics for TV Commercial Audience
- Female viewers constitute approximately 51% of TV audiences, while male viewers make up the remaining 49%.
- On average, women watch 3.7 hours of television per day, compared to 3.6 hours for men.
- Men and women tend to have different preferences when it comes to TV genres. Men are more likely to watch sports, action, and news programs, while women gravitate towards reality TV, dramas, and lifestyle shows.
In light of this data, it is evident that reaching a gender-balanced audience is crucial for advertisers to maximize the impact of their TV commercials. Understanding the preferences and viewing habits of both men and women can help advertisers tailor their content to appeal to a wider demographic.
For some smart TV commercials, we see a higher male audience. An example is the demographics of Pluto viewers.
Education Level Demographics
From 2011 to 2021, the percentage of adults age 25 and older with a bachelor’s degree or higher increased as follows:
- Non-Hispanic White population: from 34.0% to 41.9%
- Black population: from 19.9% to 28.1%
- Asian population: from 50.3% to 61.0%
- Hispanic population: from 14.1% to 20.6%
When it comes to preferences for consuming news:
- 52% of individuals with a high school diploma or less prefer the TV set
- 29% of those with a college degree prefer the TV set
- 39% of those with some college education prefer the TV set
Here are more demographic stats on TV audiences.
The data suggests that there has been an increase in the percentage of adults with higher education levels across all demographic groups. The preferences for news consumption via TV set show differences based on education levels.
Average Income Level
- In fall 2018, 86.72% of U.S. adults with a household income of $150,000 watched cable television during the past week.
- Comparatively, 69.6% of individuals earning less than $30,000 per year watched cable television in the same period.
The data suggests that income levels play a role in determining cable TV viewership habits, with more affluent viewers being more likely to watch cable television. This information can be useful for advertisers in targeting different demographics through their TV commercials.
Other Interesting Facts About the Effect of TV Commercials
- TV ads are estimated to account for about 60% of total ad spend worldwide.
- In 2021, the average TV ad spend per person in the US was $273.09.
- The average US adult spends 3 hours and 30 minutes watching TV per day.
- Over 80% of US households still subscribe to some form of pay TV service.
- 60% of TV viewers fast-forward through ads when watching recorded content.
- 70% of TV viewers use a second screen while watching TV.
- TV ads have the highest ROI among all types of advertising, with an average return of $1.79 for every dollar spent.
- In the US, the automotive industry spends the most on TV advertising, followed by retail and financial services.
- Super Bowl ads are some of the most expensive and widely watched TV ads, with a 30-second spot costing over $5 million in 2022.
- 88% of Super Bowl viewers say they pay more attention to the ads than they do during regular programming.
- TV ads are particularly effective in driving offline sales, with a 15% increase in sales for every $1 million spent on TV ads.
- Ad recall is higher for TV ads than for digital ads, with a recall rate of 63% for TV ads compared to 44% for digital ads.
- The most effective length for a TV ad is 30 seconds, followed by 15 seconds and 60 seconds.
- The best time for TV advertising is during primetime hours, which typically run from 8-11pm.
- The most effective day for TV advertising is Sunday, followed by Thursday and Saturday.
- TV ads are particularly effective in creating brand awareness, with a 53% increase in brand awareness for every $1 million spent on TV ads.
- In 2020, the pharmaceutical industry spent over $6 billion on TV ads in the US, making it the second-largest category of TV ad spend after the automotive industry.
- The financial industry spent over $5 billion on TV ads in the US in 2020, with the largest subcategory being credit cards.
- TV ads are more effective in reaching older demographics, with viewers aged 55 and over watching an average of 6 hours and 42 minutes of TV per day.
- TV ads are less effective in reaching younger demographics, with viewers aged 18-24 watching an average of 1 hour and 50 minutes of TV per day.
- Over 90% of TV viewers watch TV with other people.
- The most effective TV ad campaigns tell a story or convey a message that viewers can relate to emotionally.
- TV ads are most effective when they use humor, with funny ads being more memorable and engaging.
- TV ads that incorporate social media or other interactive elements can be more effective in driving engagement and sharing.
- The use of celebrities in TV ads can increase ad recall and brand awareness, but it may not necessarily lead to increased sales.
- The use of music in TV ads can increase emotional engagement and brand recall, with viewers often associating a particular song with a brand or product.
- The use of animation or CGI in TV ads can make them more memorable and eye-catching, but it may not necessarily lead to increased sales.
- TV ads can have a positive impact on brand perception and reputation, even if they do not lead to immediate sales.
- TV ads can be more effective when they are integrated with other marketing channels, such as social media, email, and search advertising.