National TV In an effort to reach a wider swath of our functional majority, Mastercard will utilize 16 national TV spots over the course of this campaign. Functional majorities are most likely to watch television at home, probably nearing the end of the day as a de-stressor or as a family activity. According to Nielsen, traditional TV still makes up 66 percent of overall video consumption among millennials, and 89 percent of the 35+ population.1 This Is Us and Saturday Night Live remain staples for the millennial audience,2 and the procedural drama 9-1-1 is gaining traction along with Gen X mainstay NCIS. Lastly, Sunday Night Football continues to attract more eyeballs than any other sports program. Like Mastercard’s other efforts, these :30 spots will feature two different messages designed to appeal to different sects of the target. Program Placements Saturday Night Live 9-1-1 This Is Us Sunday Night Football NCIS
20
1. https://extremereach.com/blog/the-truth-about-millennial-tv-habits 2. https://deadline.com/2019/04/this-is-us-season-finale-wins-ncis-total-viewers-tv-ratings-1202587664
