ADVERTISING WORKS DIFFERENTLY FOR MILLENNIALS AND GENERATION Z

Summary from the TLDR Marketing newsletter

Millennials show higher advertising recall than Generation Z across nearly every channel, digital and traditional alike, from a 30-point gap on television, 56% vs. 26%, to smaller but consistent gaps on social media, search, and streaming video. The exception is video games, where recall is nearly identical between the two generations. Gen Z's lower recall tracks lower overall media consumption, but the generation is more responsive to influencer-driven purchases than Millennials, 39% vs. 34%.