Broadcast TV is not the playground for the young and hip anymore. According to a recent survey by Steve Sternberg for Baseline Inc, the average viewing age continues to grow. Starting with the Tiffany network (CBS) where the median viewer is now 55; ABC hovers at 51 and NBC is at 49.
Are there older viewers out there that spend money and respond to advertising messages-of course. In fact, the Census Bureau reports that the median age in the US is 38, up from 33 in 1990. However, who is more likely to purchase or adopt a new product-a 60yr old woman watching 'Dancing with The Stars' (BTW-that is the average age of that show) or a 26yr old guy watching '1000 Ways to Die'? I'm going to go with the 26yr old guy-unless I'm selling long term care insurance or an RV.
I guess this all might stem from some challenges I faced early on in my media career while working as an account executive at a rock radio station ( playlist included Alice in Chains, Soundgarden, Blind Mellon and Metallica) where the focus was 18-34 yr old males. I remember a fast food client that shall remain nameless could not see the value in using a station that had true fans and spoke directly to an audience that consumed their product on a regular basis.
If broadcast nets are going to survive in this competitive environment, then they should work on decreasing the average viewing age. As Sternberg points out: 'There's no law that says they can't get any younger.'
Posts
No comments:
Post a Comment