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With Thanksgiving tomorrow, we can all practically taste the turkey, stuffing, pumpkin pie … and are already looking forward to some lazy time in front of holiday TV programming. There is no denying the fact that certain shows have become as much a part of our holiday traditions as the meal itself. Identifying who will be watching what during the crucial holiday season is on the plates of marketing agencies around the country, tasked with designing advertising campaigns to capture the attention of these holiday audiences long enough to get their client’s products on this year’s shopping lists.
Few can think of Thanksgiving Day anymore without thinking about Macy’s iconic Thanksgiving Day Parade. Watching the giant character balloons float down the crisp New York City streets, capped of course by the arrival of Santa, has become a staple of Thanksgiving mornings, and an “official” national kick off to the Christmas season. But, who is really still tuning in? Last year, 60 percent of the viewers were women. But what about the age groups? To remain inviting to each younger generation, the parade continues to integrate new and trending performers and balloon characters, but of the total viewing audience last year, only seven percent fell into that highly sought-after 18-24 range. The second smallest age demo comes from 25-34 year olds, who made up just 14 percent of the total viewing audience, and that trend holds up through the 35-44 and 45-54 age groups, which also reflect percentages in the teens. Surprisingly, it’s actually the 65+ age group who makes up the largest percentage of watchers, with almost one-fourth of all seniors tuned in to the tradition — be they young at heart or awash in nostalgia inspired by the parade’s 86-year history.
And we would be remiss in not mentioning those tried and true audiences who make football part of their yearly tradition. But here the traditional tide is turning. Analyzing the demographics of those who watch FOX NFC and NFL football, 35 percent of the viewers are now women. We are left to determine for ourselves whether this represents a similar shift in gender-sharing of preparing the Thanksgiving meal!
However you chose to celebrate, we hope during this holiday season you are able to find just the right tradition to make every age and gender in your household happy and thankful.Subscribe to Insights