Millennials are more difficult to persuade via tv-advertising when compared to older viewers from other generations, according to research released in January 2012 by comScore. The research found the average lift in Share of Choice (SOC) among Millennials to be 4.6 percent points, compared to 6.4 percent points for Baby Boomers (the generation betweeen 45 and59) and 6.6 percent points for Seniors (aged 60 years and older).
Millennials have somewhat lower Fair Share levels due to slightly higher levels of brand loyalty and share of preference versus other generations. However, even when correcting for differing expectations, by indexing lift in SOC to the Fair Share benchmark, average effectiveness is still much lower for the younger generations.
About the report
This report highlights data from more than 40 years of advertising research from comScore, and compares the results from the 2011 study on Millennials to past generational studies. Learn the most effective strategies brands can undertake to reach Millennial consumers in the present day, and understand both the challenges and opportunities marketers may face in looking to target this segment. Key questions to be answered in this report include:
- When it comes to advertising strategies, are Millennials truly set apart from other generations, or are there broad commonalities which span generations?
- For Millennials, how effective is traditional television advertising? Is digital a better alternative?
- Regardless of the medium, are there unique ways to engage and persuade the Millennial generation?
In a next post here at HCBSH, we’ll discuss the digital alternatives to “solve the problem” and we’ll shine a light on comScore’s reccommendations for marketer’s : what should marketers be doing to most effectively communicate with the Millennial generation?