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.
The average prime-time viewer was 39.4 years old during the 1990-91 television season, according to the report; they are now 41.1 years old. With the younger cable viewers factored out, the average age of prime time viewers to the broadcast networks reaches 42.4 years, says the article.
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.
