JOM Jäschke Operational Media GmbH
Am Kaiserkai 10
20457 Hamburg
Phone +49 40/2 78 22-0
Fax +49 40/2 78 22-100
JOM Philadelphia Inc.
1608 Walnut Street, 12th Floor
Philadelphia, PA 19103
United States
Reaching lost TV target groups with advertising
The proportion of young people consuming program-based television is getting lower and lower. Since 2012, daily viewing time has fallen by 40 percent among 14- to 29-year-olds, and by 20 percent among the target group between 30 and 49 that is relevant to advertising for many companies. By contrast, the older people in our society, who already have a relatively high TV consumption per se, watch even more TV. This is the only reason why the overall decline in viewing time in Germany over the past eight years has been so moderate.
In our white paper, we summarize strategic approaches for reaching the migrating TV target groups with advertising in the age of video-on-demand.
