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Just for Phrelin: The big bang of older TV viewers

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3 replies to this topic

#1 OFFLINE   Supramom2000


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Posted 01 March 2014 - 11:17 AM

The article below starts with this catchy lead:  "Prime-time TV is going gray".







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#2 OFFLINE   phrelin


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Posted 01 March 2014 - 01:07 PM

Thanks for the story link. It acknowledges the obvious about Nielsen prime-time broadcast TV ratings and let's us know that the broadcast networks are on a new "make it or break it" advertising sales course:


Confronted with these realities, the networks are aggressively making the case to advertisers that older viewers are valuable — especially the affluent and influential 55-to-64-year-olds they’re calling “alpha boomers.” The 50-and-up crowd of today, they contend, is far different than the frugal and brand-loyal group that came of age during the Great Depression and World War II.


“These people are more active, healthier and much more likely to still be in the workforce,” said David Poltrack, chief research officer at CBS. “It’s certainly a much more vibrant and economically active audience than it used to be.”


Ironically, it was the baby boomers who first led TV networks to cater to younger viewers in the 1960s.


The question I ponder is will advertisers other than Cadillac, prescription drug manufacturers, and investment brokers provide enough revenue for quality new scripted shows?


The tough truth is that just as there is a narrow target market for inexpensive daytime shows such as "The View" and "Ellen", the alpha boomers are also a narrow target market. By the mere fact of their comparative affluence, they are the ones who have and use the technology that allows them to watch recordings when they want or "on demand" or online streaming and they are generally aware of "buzz-worthy" cable, Netflix, and Amazon shows.


But I do like the Kathy Bates quote when Greenblatt defended cancelling "Harry's Law":


"People's jaws dropped," recalled series lead Kathy Bates, 65. "Geez Louise, who do you think watches TV out there, bud? The advertisers have got to wake up to this. Who do you think's got the money out there?"

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#3 OFFLINE   Drucifer


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Posted 02 March 2014 - 01:53 AM

The article below starts with this catchy lead:  "Prime-time TV is going gray".





Guess The CW didn't know this.


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#4 OFFLINE   TomCat


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Posted 02 March 2014 - 12:08 PM

There are two reasons why older viewers do not count as much as they should:


1. While they may have the cash on hand to buy things, maybe sometimes more than 18-34, they are not as easily seduced by advertising. They don't impulse buy and they don't buy things that they later discover that they don't need.


2. They don't fill out ratings booklets. They typically give them to their kids or grandkids to fill out, and the end result is Neilsen thinks we all watch ABC Family and MTV/VH-1 reality programs.


So, advertisers that rely on fooling you into buying something prefer younger viewers who are gullible enough to part with discretionary income, and the ratings system is so skewed as to be woefully inaccurate.

It's usually safe to talk honestly and openly with people because they typically are not really listening anyway.

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