Nielsen: Research shows that Facebook has a greater appeal to 18-24 year olds than the four major US TV networks during prime time

A new Nielsen study on July 31, 2013 showed that Facebook's appeal to young people aged 18 to 24 during prime time has surpassed the four major US television networks.

Nielsen data shows that 50% of TV and computer users in this age group visit Facebook between 8 and 11 p.m. on weekdays, while the four major TV networks attract only 37% to 43%. Nielsen declined to specify which TV network data was used in the comparison report, which was commissioned by Facebook.

This is the first time that Nielsen has compared Facebook's user numbers with TV audiences, helping advertisers better understand the user distribution of the two platforms. This data will also help Facebook better grab advertiser budgets from TV networks. People familiar with the matter said Facebook is planning to sell TV-style ads on its website, with prices as high as $2.5 million per day.

“This data changes how marketers think about us,” Fred Leach, Facebook’s head of metrics research, said in an interview. “We used to be a small part of their advertising strategy. But this data shows that we can help them reach a significant part of their audience.”

During the daytime, Facebook's coverage advantage over TV networks is even more obvious. Data shows that among people aged 18 to 44, Facebook's coverage during the daytime exceeds half, while no TV network's coverage exceeds 40%. Rich said: "Most people don't watch TV during work hours."

Facebook doesn’t fare as well among older demographics, though, especially during prime time. Among 35- to 44-year-olds, Facebook’s prime-time reach is 48%, while the TV networks’ average reach is over 65%. The gap is even more pronounced in older demographics.

Nielsen did not break out how much time people spend on Facebook versus TV, and the study did not cover other social networks, such as Twitter. Nielsen plans to release a report later this year on how people use Twitter while watching TV.

Nielsen's study found that users often visit Facebook while watching TV. Rich said: "On Facebook, many people will discuss the TV series they are watching." This also brings opportunities for advertisers to display ads to the target audience multiple times.