Reaching the so-called Millennial generation through television is notoriously difficult.

People under 34 tend to lean away from traditional TV and prefer social media, mobile communication, Netflix and internet for news and entertainment. Trying to engage them politically through TV is a hard go.

Let’s use the last night of each political convention this summer as an indicator.

Nielsen, which measures media usage, found that on the final evening of the Democratic National Convention in Charlotte, the night that Barack Obama accepted the nomination, only 8 percent of Americans with TVs in the age range of 18-34 tuned in. For people in the 35-54 age range, it was 13 percent and for people 55 and over it was 23 percent.

Same story applies for the Republican National Convention in Tampa. On the convention’s final night, when Mitt Romney accepted the nomination, the broadcast attracted 8 percent of those 18-34, 10 percent of those 35-54 and 23 percent of those 55 and older.

Those numbers include the major broadcast networks and cable. It doesn’t include those watching streaming on the web.

Campaigns recognize the difficulty of reaching younger adults by TV. Media buyers placing ads in the presidential campaign, for example, ask stations in the Charlotte market to target their ads on shows that attract people 35 and above.

Comedy Central released a survey this week, which included interviews with Millennials at the Charlotte and Tampa conventions, that shows about 50 percent of them turn to satiric shows, like “Colbert Report” or the NBC “Saturday Night Live” Weekend Update, as part of their political viewing diet. That explains why Obama was on Jon Stewart this week.

Media Movers

Michelle Obama was on WPEG-FM (“Power” 97.9) by phone with No Limit Larry and the Morning Maddhouse crew on Wednesday encouraging people to vote early. It was the second time she’s been on the show, says operations manager Terri Avery. … Veteran anchor Paul Cameron of WBTV (Channel 3) was among TV journalists asking questions during the gubernatorial debate this week from UNC-TV’s studios in Research Triangle Park. Anchor Dave Wagner of WCNC (Channel 36) participated an earlier gubernatorial debate. …

WBTV is following other Charlotte stations in making Facebook the conduit for commenting on stories on its website rather than accepting anonymous posts. “During the past couple of years, we have seen an increase in racist remarks, personal attacks, and comments that otherwise violate our terms of use,” the station said in a statement on WBTV.com. “We hope that our new commenting method will allow those who have legitimate thoughts to engage in healthy dialogue about the content of the stories we share with you.” It’s an initiative from parent company Raycom, says news director Dennis Milligan, and is expected to increase social interaction. …

After more than six months, WBTV’s newsroom renovation is nearly completion and the staff will be moving in about six weeks. They’ve been working in an old studio on folding tables. … WTVI (Channel 42) has scheduled a second documentary from Steve Crump on Charlotte artist Romare Bearden for 9 p.m. Nov. 22. …

Viewers of CBS’s “Criminal Minds” may have recognized Ali Bayless, a Charlotte native and Myers Park High School graduate, who had a role on this week’s episode. Bayless is also a regular on NBC’s “Days of Our Lives.” … Former Channel 3 reporter Derrick Rose takes a new job with the NBC affiliate in Mobile, Ala. …

Among the accomplishments of William Friday, who died last week: He hosted UNC-TV’s “North Carolina People,” the network’s longest-running show, for 41 years. … Matt Harris and Ramona Holloway are auctioning off a visit to their show on WLNK-FM (“Link” 107.9) as part of a fund-raiser for the Duke Mansion at its Halloween Mystery Machine Party on Oct. 26. …

Time Warner Cable ran a legal notice in the Observer this week informing customers that negotiations were under way on a number of networks it carries as contracts expire. In the past, contract disputes have resulted in some networks getting pulled off air. Among those whose contracts are expiring soon, TWC says, are Encore, Starz!, BBC America, NHL Network, Cooking Channel, DIY, Food Network, Hallmark Movie Channel and Lifetime.