The social media giant, Facebook, has recently released a study claiming their platform reaches more millennial and Hispanic consumers than TV. What this study fails to mention, however, is that only the top 10 TV networks were measured against Facebook, omitting the other 100 networks Nielsen tracks. With 70% of millennials viewing programs on those other networks, it’s easy to see how the omitted statistics influence results.
“Facebook said marketers could reach just 12.2% of millennials through a TV-only plan…because 70% of the viewers aren’t being counted. The actual numbers: TV reaches 88% of millennials (adults 18 to 34) monthly, and 77% of them weekly” (Nielsen, May 2015).
In an attempt to uncover more accurate data, the publication Advertising Age conducted an independent study that suggests, “On a monthly basis, millennials watch 64 hours of TV, while they spend 23 hours with Facebook.” While social media has certainly added new platforms for the advertising industry, TV still has the most potential to reach target audiences, including millennials.
To learn more, read the Ad Age article here.