Groundbreaking Study Reveals Significant Media Generation Gap in the Use of New TV Technology, Buying Power and Brand Loyalty

Groundbreaking Study Reveals Significant Media Generation Gap in the Use of New TV Technology, Buying Power and Brand Loyalty

Conducted by Millward Brown, Commissioned By Hallmark Channel

NEW YORK, March 26 /PRNewswire/ -- Baby boomers are not only more affluent than millennials but, also, are both more engaged with linear television and less likely to change the channel or multi-task. Millennials, on the other hand, have not only less buying power than baby boomers but, also, view less linear television since they are more comfortable using new technology and products such as streaming video, DVRs, VOD and PPV to view video content.

These are just some of the findings from "The Consumer Television and Technology Study" conducted by Millward Brown and commissioned by Hallmark Channel to assist advertisers in navigating the evolving television environment. The study, for the first time ever, evaluated adoption of new television technologies, viewer engagement, buying power and brand loyalty.

"The results from the study are eye opening, with strong implications for the television industry," said Jess Aguirre, Senior Vice President, Research, Hallmark Channel and Hallmark Movie Channel. "We had expected a generational gap in the media marketplace between boomers and millennials, but we didn't expect the results to be so significant."

People are watching more television than ever before due to significant life stage changes as the population ages and because of the advent of new television technologies. (Nielsen Media Research NPM)

At the same time, the adult 18-49 demographic is stagnant while 78 million boomers turn 50 over the next ten years. Children of boomers, the millennials (14-31), are also coming of age and now represent 20% of the total United States population. (Nielsen Media Research UE/U.S. Census)

New technology is dramatically effecting television viewing and the marketplace and causing a media market generation gap between baby boomers and millennials.

The results uncovered noteworthy differences between two key growth segments: boomers (primarily the 35-64 media target) and millennials (primarily in the 18-34 media target). A significant generation gap exists between these two groups in their understanding, adoption, ownership and use of new television technologies as well as the degree of engagement these two groups have with television programs.

Key findings from a national telephone survey among 1,200 cable and satellite viewers:

   -- Only 31% of millennials believe new television technologies are      complicated and difficult to use vs. over half (55%) of boomers.   -- 45% of millennials who have a DVR use it regularly/fairly often vs.      under one quarter of boomers (24%).   -- 87% of millennials who have a DVR say they regularly fast forward      through commercials and are more likely to be switching channels and      multi-tasking while the television is on, indicating they are less      focused than boomers.   -- Millennials are also more than twice as likely as boomers to consider      buying a DVR next year (11% boomers vs. 25% millennials).   -- Over one quarter (27%) of millennials go to websites to watch video vs.      only 9% of boomers.   -- Millennials are more likely (52%) to consider mobile devices as forms      of entertainment vs. boomers (35%)    

Boomers, on the other hand, are more traditional in their viewing habits and slower in their adoption of new television technology products. Even among boomers who do own a DVR, they are less likely to fast forward or skip commercials. Boomers are also a more attentive audience and less likely to engage in other activities while watching television. They are also more likely to stay on one channel while the show they are viewing is on -- with 72% of boomers preferring to watch one show and not change channels while it's on vs. 55% of millennials.

The study found that boomers are more affluent and are much more likely to be the primary wage earners and handle the household finances in comparison to millennials.

In terms of brand loyalty, Millward Brown research indicates 50% of boomers don't stick to any one brand and 61% agree that in today's marketplace, it does not pay to be loyal to one brand. (AARP Brand Loyalty Study 2005) "With these findings in mind, it's no surprise that the media buying bull's eye -- which not long ago shunned adults 25-54 -- is now widening to embrace the increased value of boomer adults 35-64," said Aguirre.

Hallmark Channel, owned and operated by Crown Media Holdings, Inc., is a 24-hour basic cable network that provides a diverse slate of high-quality entertainment programming to a national audience of 84 million subscribers. The top tier program service is distributed through more than 5,450 cable systems and communities as well as direct-to-home satellite services across the country. Hallmark Channel consistently ranks among the top 10 ad-supported cable networks in Prime Time and Total Day household ratings and is the nation's leading network in providing quality family programming. Crown Media also operates a second 24-hour linear channel, Hallmark Movie Channel, and will launch Hallmark Movie Channel HD in first quarter 2008.

   For more information, please visit http://www.hallmarkchannelpress.com/.    About Millward Brown:  

Millward Brown (http://www.millwardbrown.com/), one of the world's leading research agencies, is expert in advertising effectiveness, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research solutions -- both qualitative and quantitative -- Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown's Media Group (media effectiveness), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Multicultural, Millward Brown Pharmaceutical, Millward Brown Precis (PR measurement), Greenfield Consulting Group (qualitative), Dynamic Logic (digital and cross media marketing effectiveness), and Focalyst (specializing in the Boomer and Mature markets). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.

    Contacts:     Nancy Carr, 818-755-2643             Jennifer Geisser, 212-445-6654    nancycarr@hallmarkchannel.com        jgeisser@hallmarkchannel.com      Jaime Saberito, 212-445-6644    jsaberito@hallmarkchannel.com  

First Call Analyst:
FCMN Contact:

Source: Hallmark Channel

CONTACT: Nancy Carr, +1-818-755-2643, nancycarr@hallmarkchannel.com, or
Jennifer Geisser, +1-212-445-6654, jgeisser@hallmarkchannel.com, or Jaime
Saberito, +1-212-445-6644, jsaberito@hallmarkchannel.com, all of Hallmark
Channel

Web site: http://www.hallmarkchannel.com/

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Profile: International Entertainment