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The median age of people watching live sports on television has increased across every nationally-broadcasted sport, according to Magna Global's latest sports media report.

Why it matters: Advertisers typically rely on live sports to reach a relatively young, engaged audience, particularly for consumer goods. That live TV audience seems to be migrating to digital pretty quickly.

Expand chart
Note: Data reflects regular season viewership where available as opposed to playoffs or finals; Data: MAGNA U.S. Sports Report, Sept. 2017; Chart: Chris Canipe / Axios

Other major findings: Time spent on sports content on social media has increased among younger audiences, as many are turning to social media to catch highlights and reels of games, instead of watching games live. Sports with more multicultural audiences, like basketball and soccer, have had better luck retaining younger audiences, except for the NCAA. (The median age for the NCAA basketball tournament, one of the first major sporting events to be streamed live, crossed the line into the 50's last year.) Live viewing is expected to decline for the 2018 World Cup and Olympic games, but streaming is expected to set records.

The good news: Regional sports networks have had better luck retaining viewers competitor to their national network competitors, reinforcing the importance for fans to see their local teams."

Worthy of your time: Recode took a look at how advertisers are still willing to pay record amounts for NFL ads, despite live TV audience declines.

Go deeper

5 hours ago - World

Maximum pressure campaign escalates with Fakhrizadeh killing

Photo: Fars News Agency via AP

The assassination of Mohsen Fakhrizadeh, the architect of Iran’s military nuclear program, is a new height in the maximum pressure campaign led by the Trump administration and the Netanyahu government against Iran.

Why it matters: It exceeds the capture of the Iranian nuclear archives by the Mossad, and the sabotage in the advanced centrifuge facility in Natanz.

Scoop: Biden weighs retired General Lloyd Austin for Pentagon chief

Lloyd Austin testifying before Congress in 2015. Photo: Chip Somodevilla/Getty Images

Joe Biden is considering retired four-star General Lloyd Austin as his nominee for defense secretary, adding him to a shortlist that includes Jeh Johnson, Tammy Duckworth and Michele Flournoy, two sources with direct knowledge of the decision-making tell Axios.

Why it matters: A nominee for Pentagon chief was noticeably absent when the president-elect rolled out his national security team Tuesday. Flournoy had been widely seen as the likely pick, but Axios is told other factors — race, experience, Biden's comfort level — have come into play.

Updated 7 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Health: WHO: AstraZeneca vaccine must be evaluated on "more than a press release."
  2. Politics: Supreme Court backs religious groups on New York COVID restrictions.
  3. World: Thailand, Philippines sign deal with AstraZeneca for vaccine.
  4. Economy: Safety nets to disappear in December Black Friday shopping across the U.S., in photosAmazon hires 1,400 workers a day throughout pandemic.
  5. Education: National standardized tests delayed until 2022.

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