JVC Professional APRIL 2007 NAB-2007 The ProHD Report
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The Demographics of HD Audiences
To the TV Station GM, pretty pictures are nice but does not necessarily drive
audience share and commercial demand. Numbers are needed, to convince top
management that HD news investments are an essential strategy for market growth.
A number of surveys have been conducted in 2006, with some very powerful market
data and desirable demographics for advertisers:
In households with annual income less than $50,000,
only about 8% currently own a HDTV.
In households with annual income over $50,000,
nearly 30% currently own one or more HDTV.
HDTV households with higher education levels are in
higher income brackets, and generally watch news more
than others, largely prefer news in HD.
About 60% of all HDTV owners are sports fans, thus,
presumably, would be eager to watch the HD local news
and the sports reports.
HDTV households rate as important to view national
and local news in HD.
Younger HDTV owners are affluent, sports fans, and not
afraid of spending their money.
Older HDTV owners are affluent, obviously not afraid of
spending on high tech and worth-while products and services.

Value of Demographic Segments

In a survey made in 2003, commissioned by a major TV network, time sales
professionals rated the extremely valuable demographic segments in the following
order (with our addition about the likely HDTV viewing and purchase ability):
1) Baby Boomers (current age 42 – 60) --- Want HDTV, can afford it
2) Generation X (current age 31 – 41) --- Want HDTV, can afford it
3) Seniors (age 55 – 64) --- Can afford it, thinking about it
4) Generation Y (current age 10 – 30) --- Want HDTV, but lower priority
5) Seniors (age 65+) --- #5 for a reason
Couple this with the fact that audiences watching local and national news are on
average 45 to 50 years old (not generation Y), your TV station’s quick transition to
HD news support an early improvement in local news audience ratings.