Dive Brief:
- Millennials watch television, but specifically a handful of shows in syndication.
- Marketers are challenged with reaching the millennial audience on TV, but are finding success with a handful of syndicated shows including Family Guy, Bob’s Burgers and Modern Family.
- Curalate CMO Matt Langie recently told Marketing Dive, “To effectively reach millennials, brands need to publish compelling, interesting creative that educates and/or entertains this demographic.”
Dive Insight:
Advertisers are beginning to look at syndication seriously, perhaps for the first time.
Michael Teicher, evp of media sales for Twentieth Television, told Adweek, "We've had hundreds of in-person meetings, and we're starting to see this mindset shift with advertisers. Advertisers are now recognizing that there are segments of syndication that, it's not only a perfect place to reach millennials, but it's necessary in this landscape, because we realize that millennials are fleeing linear television as we know it today."
A key data point is median ages for syndication episodes are lower than primetime airings. Bob's Burgers falls from 38 in prime time to 30 in syndication, and Family Guy drops from 36 in prime time to 32 in syndication.
“The most important thing to remember is that ultimately, millennials are a diverse generation of consumers. They lead varying lifestyles and can't be reached with a one-size-fits-all approach. The best thing marketers can do is to be educational, entertaining and visual," Curalate's Langie said.