A new study shows that millennials still have a pretty tight connection to old-fashioned TV.

More emo over TV than YouTube

According to the study, millennials report higher rates of emotional investment in TV programs as compared to YouTube.

Broadcast TV rated significantly higher than YouTube in responses like worrying about what might happen next, and crying about the fates of characters.

Notably, these emotional investment stats only compare TV to YouTube Originals. One can’t help but wonder how a comparison to Netflix might change the picture.

Products and social

The study also says 43% of millennials have bought a product that they saw in a TV show.

Combine that with the fact that 59% of respondents said they discuss TV programs with friends, family and co-workers and you get the potential for positive word-of-mouth that you actually can buy.

Pinch of salt

The report comes from the Video Advertising Bureau (VAB)—an organisation with a membership that includes many companies with heavy investment in broadcast and cable TV.

Certainly, they have a vested interest in reporting figures that might spark more spend on TV ads. So, how worthwhile are the numbers? Read the report and decide for yourself.

Do figures like this make you re-evaluate the trends in advertising spend from the last few years?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.