Considerably more 18- to 34-year-old adults are watching TV this summer than had previously been reported, Nielsen Media Research said Thursday.
The new data that reflects the increase in young viewers was collected by the new Local People Meter technology now installed and running in six major DMAs. Previously, estimates of the 18-to-34 age group were based on a combination of Set Meter and Diary samples, available only during the sweeps month in July.
The time periods that showed the greatest percentage increase across all LPM markets in the 18-to-34 demographic included early morning, overnight and Saturday.
In addition, television viewing for that demographic on the weekend was up across the board in every LPM market, according to Nielsen. And while all LPM markets saw growth in most time periods, Washington, D.C., saw the greatest surge. For total-day, this July versus last July, the capital was up 83% in terms of viewing by adults 18 to 34, according to Nielsen.