HOURS SPENT ON MEDIA PLATFORMS
Millennials and Gen Xers spend more time on digital media than watching live TV, a sign of shifting media consumption dynamics. The younger demographic segments are more likely to spend time on their mobile device and less likely to spend time watching live TV, according to the comScore Xmedia and Media Metrix Multi-Platform study provided by comScore to SportsBusiness Journal. The study noted, however, that younger viewers are likely watching a significant amount of TV via OTT services, time-shifted via DVR and video-on-demand, which is not represented here.
Sometimes the best way for a TV network to attract younger audiences is to roll out tried-and-true production tricks that have been used successfully for decades.
At Tennis Channel, which hired former Fox Sports Vice Chairman Ed Goren as a production consultant, that means focusing on the personalities of some of the sport’s younger stars.
“Everybody wants to attract younger fans of any sport,” Goren said. “One of the things that I suggested was something called Gen Next — do pieces with 10 up-and-coming, young tour players. Give them the same list of questions. What’s your favorite rock group? What’s your favorite music? Favorite movie? Books, whatever.”
Goren said these types of production features help draw viewers closer to athletes and have proved to be effective in growing a younger audience. “There’s a tendency when you do that, there are people in the audience who are going to say, ‘Hey. He likes the same television show that I like,’” Goren said. “In a small way, there’s a connection.”
Keep younger viewers longer
Turner Sports’ NBA telecasts aren’t any shorter — they still last anywhere from two to 2 1/2 hours. But Turner executives believe that younger viewers will stick around if it uses younger on-air talent and cuts to fewer commercial breaks.
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Guest Rasheed Wallace and host Kevin Garnett share a light moment at “Area 21.”.
Photo by: TURNER SPORTS |
TNT broke out its “Players Only” telecasts for its Monday night games after the All-Star break this season, using only people who have played in the NBA on its telecasts. These ex-players tend to be younger and can more easily connect with younger fans. The network also cuts to its “Area 21” studio with Kevin Garnett in between the first and second quarters and the third and fourth quarters, rather than going to commercial. So far, the TV ratings have not taken off, but Turner executives say they are not concerned with ratings this early. Turner Sports President Lenny Daniels says the network is looking to create a franchise that lasts and believes young viewers will tune in.“We’re not doing this for monetary reasons,” Daniels said. “We’re seeing if it attracts a younger audience.”
Daniels described the night as a “work in progress,” saying he’s been encouraged by the feedback he’s seen on social media. “We don’t care about ratings or demos on this yet,” Daniels said. “We’re in year one of this thing. We want to give it time to develop. We think this is a cool way to watch the game.”
— John Ourand
