[opendtv] Re: In Shift, Ads Try to Entice Over-55 Set
- From: Albert Manfredi <albert.e.manfredi@xxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Sat, 14 May 2011 18:56:30 -0400
Craig Birkmaier wrote:
> An interesting article about the shifting sands of broadcast
> network advertising...
Not just advertizing. Also the programming.
> The story tries to make the case that older viewing demographics
> should not be ignored - these folks have jobs and money! But it
> completely misses the most important point. The highly coveted
> younger demographics are not watching as much broadcast TV anymore.
> Like the execs sitting behind the desks at the networks and TV
> stations, the audience is greying. No surprises here - it is
> exactly what you would expect for a "mature technology and business
> model" trying to maximize revenues as the ship slowly sinks.
In your odd way of relishing to repeat that old mantra of yours, "the ship
slowly sinks," you continue to miss the points articles such as this one make.
The population in all developed countries is aging. Said another way, the
median age is going up, in developed countries. And people behave differently
as they age.
The teen-ager who feels compelled to listen to music 24/7 does grow up, and
start paying more attention to politics. The teen-ager who feels compelled to
tweet about his last visit to the toilet does grow up, and spend more time in
more productive endeavors.
Have you not noticed these changes, even among your own family members?
It's always been this way. Those baby boomers that spent most of their time
smoking pot are now doing things that they used to think they'd never do. They
have become what they previously felt compelled to despise. They have become
the greying bank execs.
So, your assumption that the behavior of teenagers remains the same for the
rest of their lives is quite false.
The recent recession may have exacerbated the situation, because younger
workers were more affected than older ones, but that is merely a contributing
factor. The article pointed out how CBS has managed to create programs that
satisfy the tastes of all age groups. Because as the demographic gets older, it
makes a whole lot of sense to get more of your revenue from people who are
older than 25.
An obvious TV program example would be, the old Mod Squad, vs today's NCIS. The
old program catered only to teenagers and 20somethings, the new program
attracts all age groups. It makes sense to do this, as the median age goes up.
Bert
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