The average age of viewers to US prime-time television is getting steadily higher, according to an analysis of research from The Media Edge on Mediaweek.com.
A similar trend is occurring in the composition of the UK’s prime-time television audience for ITV. The share of viewing from 16-24 age category fell from 9.0% to 7.8% between May 1994 and May 2001, according to BARB data. The 45+ group grew from 20.3% to 20.6% and the 65+ rose from 30.0% to 31.3%.
BARB Audience Profile (%) – Adults | ||||||
16-24 | 25-34 | 35-44 | 45-54 | 55-64 | 65+ | |
May-01 | 7.8 | 15.8 | 15.3 | 16.3 | 14.3 | 31.3 |
May-94 | 9 | 15.3 | 15.3 | 15.5 | 15.5 | 30 |
Source: BARB/MediaTel |
Meanwhile percentage of the UK population as a whole over the age of 55 is expected to grow from the current 26% to 36% by 2025; the 35-44 group will fall from 28% to 24% and 15-34s will decline from 27% to 23%, according to the Government Actuary’s Department.