COVID-19 Brings Younger Demos Back to TV, Increasing Viewing Across All Dayparts

Teens have spent 46% more time watching TV during the pandemic

A group of people watching TV
Advertisers have struggled to reach younger audiences on ad-supported TV, but they've been flocking back during the pandemic. Getty Images

As Americans begin yet another week of sheltering in place due to COVID-19, their TV viewing has continued to increase across all demographics and dayparts, but particularly among younger audiences and daytime television, according to a new VAB report.

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@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.