Nielsen Increases TV Households to 111.4 Million

Boomers Fastest-Growing Demo; Echo Boomers Also Rising

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NEW YORK (AdAge.com) -- Nielsen Media Research is upping its estimate of TV households in the U.S. to 111.4 million, representing a 1.1% increase over last year. Nielsen, a division of Dutch company VNU, also increased its universe estimate, which represents the TV viewers ages 2 and above within the population, by 1.1% to 283.5 million.
The baby boomers made the 55-to-64 age range the fastest-growing demographic category with a 3.9% increase. That could be bad news for marketers looking to target adults 18 to 49.
The baby boomers made the 55-to-64 age range the fastest-growing demographic category with a 3.9% increase. That could be bad news for marketers looking to target adults 18 to 49.

Doubled last year's numbers
This year's increase is double last year's estimate increase of .5%. But like last year, the baby boomers made the 55-to-64 age range the fastest-growing demographic category with a 3.9% increase. That could be bad news for marketers looking to target adults 18 to 49. According to Nielsen, baby boomers will reach ages 43 to 61 in 2007.

But the "echo boomer" and "Generation Y" groups, which represent teens and 20-somethings, also experienced growth, with the 18-to-24 age group increasing by 2.0%.

Nielsen also shifted some DMA -- or designated market area --rankings, thanks to how the population is shifting geographically. Population continues to swell in the southern and western regions of the U.S., and Nielsen said that of the 60 markets that moved up in rank, more than half are located in those regions.

Gulf Coast changes
Nielsen also made a few changes in the Gulf Coast area, thanks to the impact hurricanes had on demographics. The New Orleans DMA dropped from the 43rd largest household to the 54th as its number of TV households decreased from 672,150 to 566,980. (Nielsen noted that because traditional demographic sources aren't yet up-to-date, the information was culled from local demographers, the Red Cross, and FEMA.)

Nielsen's statement said the newly revised estimates are projected to Jan. 1, 2007, and will be used in meter-market samples beginning with the data of Sept. 23 and in diary samples with the publication of the October/November surveys.
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