Audience Profile TV Campaign



TV Channels watched by Men 16-34


The TV channels above all provide the advertiser a route to reaching men 16-34. The channels on the left have relatively small audiences, a low cost per spot and a high percentage of men 16-34 watching their programmes. The channels on the right have relatively large audiences, a high cost per spot and provide higher volumes of men 16-34 per broadcast.


The low cost per spot on some of the smaller channels like Scuzz, Discovery, Heat, MTV BaseFlava and Extreeme, provides the opportunity to show viewers your advert multiple times for a relatively small budget.


The higher cost per spot on some of the larger channels like Sky1, Channel4, ITV, E4, Dave, ITV2Sky Sports News and Five, enables advertisers to reach high numbers of their target audience with a single broadcast.


For a detailed overview of any of these channels, visit the TV Channels section. To create a TV plan for your business, targeting men 16-34, click here and complete the television campaign planning form


Television viewing for Men 16-34


For young males living in the United Kingdom, television viewing plays a smaller role in the daily routine compared to that of, say, women in the same age bracket. Yet, conversely, men aged between 16 and 34 represent one of the most profitable audience demographics available to advertisers.


There are various lifestyle factors generally associated with 16-34 males that contribute to the increase in television advertising profitability.


Statistics show that almost 60% of men aged between 16 and 34 are single, with 65% laying claim to no children in their home. This is significant to television advertisers in that it suggests young men have more freedom over the programming they want to watch, consequently producing a clearer, more defined overview of the content range most suited to maximising the effectiveness of a television advertising campaign targeting this audience demographic.


These statistics illuminate another factor that affects the television viewing habits of males aged 16-34. With relatively few commitments, namely wives or children, taking up their free time, young men tend to place a greater emphasis on careers and social activities. As a result, one can extrapolate the likelihood that males within the 16-34 age group will spend consistently fewer hours in front of their television sets than those with a family, thus concluding in more fragmented viewing habits.

Regional and digital TV viewing for Men 16-34


Geographically, it’s a fact that almost 40% of males aged 16-34 reside in either London or the South East, a fact that can be explained by greater job opportunities and educational placements.


The disjointed nature of television viewing for young men places a greater emphasis on catch-up services. An estimated 80% of the demographic have access to digital television in some form, meaning on-demand services are available to a sizeable portion of males unable to view the original broadcast of their favourite programmes.

12% of males aged between 16 and 24 subscribe to a Sky+ package, a figure that exceeds the national average, suggesting television advertisers looking to target this demographic should exert a focus on digital platforms.


TV advertising to Men 16-34


The socio-economic landscape in the United Kingdom dictates that, generally, males aged 16-34 lead a lifestyle with fewer commitments such as wives and children, meaning careers and social pursuits take precedence.

This results in a greater level of fragmented television viewing which, when coupled with a wide-reaching digital availability, allows for highly targeted advertising campaigns.

The growth in tailored, audience specific digital television channels, as well as time-shifted services, facilitates advertisers with more flexible and transparent television advertising strategies, and when focusing on programming related to sports, comedy, documentaries, general entertainment and film, the chances of a profitable targeted advertising campaign are increased significantly.

Ultimately, though the male 16-34 audience watches on average fewer hours of television than the female demographic, its selective yet relatively uniform viewing habits provide television advertisers with clear and logical media plans, making it easier to maximise the profitability of campaigns targeting the demographic, through digital platforms that accommodate fragmented and specific viewing habits.

For  a detailed overview of the TV channels watched by each target audience, visit the TV Channels section. To create a TV plan for your business, complete the
television campaign planning form.TV Advertising on Scuzz

Television programme content for Men 16-34

Unsurprisingly, sports content comprises a sizeable segment of the content favoured by young males, with weekend viewing of live Premier League Football, as well as broadcasts centered on other competitions related to the likes of Formula 1, Rugby and tennis, attracting particularly large male audiences seeking to satisfy their need for competition.

The Sky Sports channel roster is popular, as well as ESPN and, during the week, ITV with its live transmissions of Champions League Football.

From Monday to Friday, evening schedules garner the majority of male television viewers aged between 16 and 34. Whether they’re coming home from work or a night out, the small screen is still for most the first port of call – a perfect source of relaxation.

Comedy programming is hugely popular amongst young men, with channels such as Dave and Comedy Central offering often risqué content that appeals to the rebellious nature associated with the male viewer. Consequently, such channels glean a markedly male viewership.

Documentaries are also a favourite, especially amongst young male students, with Channel 4, The Discovery Network and National Geographic all outlets that challenge and stimulate.

General entertainment and film programming offers television advertisers another opportunity to reach male audiences, with shows such as the X Factor still managing to pull in a substantial young male audience, whilst serials like The Wire and Boardwalk Empire attract a healthy viewership.

Though not as receptive to advertising as ABC1 males, men aged 16-34 do engage with products related to lifestyle, such as clothing, hygiene and technology. The likes of Apple and Lynx regularly launch television campaigns targeting the demographic, often on later spots and digital channels such as Sky Sports 1.