COLLEGE STUDENTS & NEWS

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COLLEGE STUDENTS

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18-24College Students

Ages 20.5Million students

enrolled

$545Billion in buying

power

OVERVIEW

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175College Students

Surveyed

97 Females

78 Males

WHY DO YOU NOT CONNECT WITH NEWS?

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5-7%

Not At All

“I don’t use social media.”

“Not Interested.”

“I don’t believe the news.”

“Not enough time.”

HOW DO YOU CONNECT WITH NEWS?

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57%

36% 38%

57%

Actively Seek News When It Is Sent To Me

5-7%Not At

All

M F

F M

HOW OFTEN & WHEN DO YOU CONNECT WITH NEWS?

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OFTEN WHEN

Throughout the day

Once a day

Once a week

Morning

Throughout the day

Night

Late night

WHAT TYPE OF NEWS CONTENT INTERESTS YOU?

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1. Sports

2. Breaking news

3. Political

4. Weather

5. Pop culture & entertainment

6. Local

7. Business

8. Special events

9. International

10. Lifestyle

11. Fashion

1. Breaking News

2. Weather

3. Pop culture & entertainment

4. Local

5. Political

6. Special events

7. Lifestyle

8. Fashion

9. Business

10. International

11. Sports

HOW DO YOU GET YOUR NEWS?

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1 2 3 4

5 6 7

WHERE STUDENTS ARE GETTING THEIR NEWS

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1. Google

2. CNN

3. Facebook

4. Snapchat

5. Twitter

6. NBC

7. NY Times

8. Instagram & YouTube

25. CNBC

26. Financial Times

27. AP & Vox

1. ABC

2. Facebook

3. Snapchat & Fox

4. NBC, CNN, Google & Instagram

5. Twitter

6. NY Times

7. BuzzFeed

8. CBS

25. Vice

26. AP

27. Vox

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Broadcast News Cable News Digital

COLLEGE STUDENTS & NEWS

Partners

Broadcast NewsBroadcast News

BROADCAST NEWS

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Jennifer, Tiffany, Bethany, Andrew & Sashmore

NBC NEWS BROADCAST : MALE RESULTS

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What NBC news programs do you watch?

Which of these shows is your favorite?

Favorite Show: The Tonight ShowMost Watched:

9% 12%

12%

36%

9%

12%

9%

8%18%

8%

50%

8%

8%

The Tonight Show

NBC NEWS BROADCAST : FEMALE RESULTS

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What NBC news broadcast do you watch?

The Tonight Show

Which of these is your favorite?

Favorite Show: Most Watched: The Today Show

28%

8%

8%10%

23%5%

18%

17%

6%

6%

50%

11%

11%

HOW DOES THIS RELATE?

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“...comedy has replaced music, sports, and even “personal style” in helping young adults define their sense of self. A full 88 percent of those surveyed said that sense of humor is vital to it, in fact.”

“...in the 18-to-49-year-old age group coveted by advertisers, it’s been even worse. That audience has been 25 percent smaller, according to Bloomberg Intelligence.”

- Bloomberg Technology - New York Magazine

WHAT ABOUT THE SHOW MAKES IT YOUR FAVORITE?

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MALE FEMALE

WHAT GENRE OF SHOW DO YOU ENJOY THE MOST?

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MALE FEMALE

WOULD A CELEBRITY REPORTER INFLUENCE YOUR DECISION TO WATCH?

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YES

NO

80.5%

Survey Suggested Celebrities

19.5%

RECOMMENDATIONS

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Our generation is drawn to celebrities and comedy

● Celebrity Look-Alike and Interview (included)

● Create excitement for viewers (millennials) to look forward to when watching broadcast T.V.

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Broadcast News Cable News Digital

COLLEGE STUDENTS & NEWS

Partners

Cable NewsCable News

CABLE NEWS

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Michelle, Alison, Ashley and Macaiah

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WORLD OF CABLE NEWS

“NOT MY NEWS”

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Positive Negative

● Personal/emotional connection with anchors

● Format of a newscast is easy to take in

● Many feel that it is biased

● Online is easier to catch up with

HOW MILLENNIALS VIEW CABLE NEWS

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CIVIC SOCIAL PRACTICAL

Helping them to be a better citizen, take

action on issues they care about.

So they can talk about the news with friends

and feel connected with others.

To help them save money or solve

problems.

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MSNBC

9 Featured Hosts:

● 67% male● No POC● All older than 37

48 Featured anchors:

● 54% male● 12% POC● All above age of 35

57 Anchors listed:

● 47% male● 15% POC

CNBC FOX CNN

7 Featured anchors:

● 85% male● No POC

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THE DAILY SHOW WITH TREVOR NOAH

Of the 14 listed team members…

● 42% are POC

● All over 31

● All are comedians

● Variety of guests

In October, “The Daily Show with Trevor Noah” was the highest-rated and most-watched, daily late night talk show among millennial men (18-34,

18-24) and #2 among all millennials (18-34, 18-24).

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RECOMMENDATION

● Diversity

Janet Mock Ellen Page Constantina Meis Ashley Moretti

Steven Yuen Tyler Deaton Jonathan Butler

● Starpower

● Humor

Jimmie Briggs

● Practical Content

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Broadcast News Cable News Digital

COLLEGE STUDENTS & NEWS

Partners

DigitalDigital

DIGITAL

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Peter, Leah, McKenna, Kelly

TYPES OF DIGITAL CONTENT WE FOCUSED ON

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31

Types of Digital Content We Looked AtDIGITAL CONSUMPTION

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Types of Digital Content We Looked AtHOW MUCH MEDIA DO MILLENNIALS CONSUME

20.5% 9%

1.9%

9%13.4%

6.4%6.4%7.1%7.1%

19.2%

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Types of Digital Content We Looked AtHOW MUCH MEDIA DO MILLENNIALS CONSUME

20.5% 9%

1.9%

9%13.4%

6.4%6.4%7.1%7.1%

19.2%18HOURS

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Types of Digital Content We Looked AtHOW MUCH MEDIA DO MILLENNIALS CONSUME

3:34 3:12 2:19

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Types of Digital Content We Looked At

“Facts and Truthfulness”

“The storyline of the news”

“The Effect on Their Life”

WHICH ASPECTS OF THE NEWS ARE MOST IMPORTANT TO YOU?

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Types of Digital Content We Looked AtWHAT TYPE OF DIGITAL NEWS INTERESTS THEM

“I want it to be relatable and to me” “For me it has to be

weather, breaking news, politics”“If it involves things

happening near where my family or I

am”

“Short segments that I have time to watch or

read”

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Types of Digital Content We Looked At

“I read about news through links, shares, or retweets from friends, family or relevant sources rather than going to the website itself”

DO YOU CONNECT WITH NEWS SOURCES ON THEIR WEBSITES OR THROUGH LINKS?

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Types of Digital Content We Looked AtTOP VISITED DIGITAL NEWS SITES

APPLICABLE TO DAILY LIFE

QUICK, AESTHETICALLY

PLEASING

VARIOUS OPINIONS INFORMATIVE

FUN, UNIQUE

UNBIASED

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Types of Digital Content We Looked AtRECOMMENDATIONS: REACH US THROUGH SMARTPHONES

✓ Concise & Silent Content

✓ Utilize Links on Social Media

✓ Create Snapchat Discover

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Types of Digital Content We Looked AtRECOMMENDATIONS: Concise & Silent Content

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Types of Digital Content We Looked AtRECOMMENDATIONS - Utilize Links

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Types of Digital Content We Looked AtRECOMMENDATIONS: Create Snapchat Discover

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Broadcast News Cable News Digital

COLLEGE STUDENTS & NEWS

Partners

PartnersPartners

PARTNERS

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Paxton, Anthony, Kyla

NBCUNIVERSAL

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“It’s tougher to reach younger audiences through traditional TV means. Most TV today is either streamed, delayed through a DVR or watched on-demand. So how

do you reach them? Well, you reach them through digital and viral means.” -John Miller, CMO of NBC Olympics

“It’s tougher to reach younger audiences through traditional TV means. Most TV today is either streamed, delayed through a DVR or watched on-demand. So how

do you reach them? Well, you reach them through digital and viral means.” -John Miller, CMO of NBC Olympics

NBC’S NEWS PARTNERS

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HOW OFTEN DO YOU CHECK SOCIAL MEDIA?

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Multiple times an hour

Throughout the day

Once to twice a day

10+

hours

HOW COLLEGE STUDENTS RANK SOCIAL PLATFORMS

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ARTICLE LINKS ON SOCIAL MEDIA

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88%

YES

12%

NO

WHAT NEWS CAPTURES ATTENTION ON SOCIAL?

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Headlines

Videos

Pictures

Trending

Videos

Headlines

Pictures

Trending

BUZZFEED & VOX

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COLLEGE STUDENTS & BUZZFEED

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46%

54% 76%

24%

Is BuzzFeed a source of news?

69%

31%

Is BuzzFeed News more attractive?

NOYES YES NO YES NO

VOX

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7%

YES

93%

NO

Have You Ever Used Vox? What Vox Sites Have You Visited?

RECOMMENDATIONS

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Combining PlatformsBuzzFeed Style with NBC News Content on Social Media Platforms

Spread AwarenessLeverage the Uniqueness of the 8 Channels

Discover ChannelNBC Breaking News Local Story for College Campuses

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Broadcast News Cable News Digital

COLLEGE STUDENTS & NEWS

PartnersBroadcast News Cable News Digital Partners

RECOMMENDATIONS

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Relevance SocialHumor