50+ TV homes over-index for hybrid streaming and linear setups
A report from Advertising Research Foundation’s DASH TV Universe Study indicates that TV households for viewers aged 50 and up are more likely to have both streaming and linear TV platforms than 18-49 households. These "hybrid" households are overrepresented in the population (index 114) for the 50+ demographic, compared to underrepresentation (index 85) for the 18-49 demographic. Approximately 46 million 50+ households (70%) are reachable with linear and streaming ads, with 11 million being linear-exclusive and 10 million streaming-exclusive.
Key Takeaways
- ARF’s DASH TV Universe Study puts 50+ hybrid TV homes at an index of 114, versus 85 for households headed by 18-49 year-olds.
- Nearly 46 million 50+ households, or about 70%, are reachable with both linear and streaming ads.
- The study counts 11 million 50-plus households as linear-TV exclusive and 10 million as streaming-exclusive.
- vMVPD households for viewers 50 and up show a 102 index, while AVOD households show a 93 index.
- For 18-49 TV homes, vMVPDs are at a 102 index and AVODs at 107, both trending down, per the report.
Why It Matters
The immediate takeaway is that 50+ TV homes are not a linear-only audience: ARF’s DASH data says most are reachable across both streaming and linear, with 46 million households in the hybrid bucket. That matters for ad planners because the same age cohort also shows rising indexes in vMVPDs and AVOD, while 18-49 homes trend lower on both measures. The signal to watch next is the split inside the 50+ universe itself: 11 million linear-exclusive homes versus 10 million streaming-exclusive homes, which shows where reach still remains fragmented.
Read full article at mediapost.com
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