I’m not, but I am older [47] than the typical Fox and CW viewer according to a new study released by MAGNA Global:
“The median ages of the broadcast networks keep rising, as traditional television is no longer necessarily the first screen for the younger set. Not long ago, CBS was by far the oldest network, with a median age above 50. But ABC and NBC have gradually gotten older, and are approaching 50 themselves. In fact, among live viewers, ABC has hit 50, while NBC is at 49. Even FOX, now has a median age over 40. And CW, the one broadcast network that still has a median age under 35, is struggling to manage even a 3 household share with its new programming.
For the first time, the average live median age for the five broadcast networks combined is 50.
Note that FOX and CW have average median ages that are actually much closer to that of the general population than the other networks. Spanish language network, Univision, is also younger, with an average median age of 34. The other Spanish language networks also hover in the 35 range.”
I don’t think that the differences cited between Live and Live+7 viewing are particularly interesting, but the overall numbers do hammer home the point about why advertisers value TV shows that attract the youth demographics [18-34, 18-49, 25-54]. They are rare, and rarity makes them valuable. Shows that deliver 50 year olds are common and therefore not as valuable.
I don’t in any way see this as some kind of civil rights issue, no one is being discriminated against. This is the marketplace at work.
June 27th, 2008 at 2:57 pm
Amen to Katie. She covered the topic well. Economically it makes no sense. In order to attract the audience you are unlikely to get you are pushing away the audience you presently have. Excellent. What the networks need to do is convince advertisers they are misguided in their quest for the youth dollars. Older skewing audiences use their dollars to buy products for themselves, their children, their parents, and their grandchildren.
June 27th, 2008 at 4:22 pm
Comparing The CW to smallpox would make much more sense.
June 29th, 2008 at 11:00 pm
Angie,
Their conclusion that the increase in median age is due entirely or even primarily to technology may not be accurate, but the data itself is still interesting. On one hand, they have a point when it comes to the median age of live viewers verses DVR users (which has a median age of 5-10 years younger) and younger people are more likely to watch online than older people. On the other hand, you are right, the median age is increasing in the US, and that has an affect as well. The fact that the median age of Hispanic Americans is about 10 years lower than non-Hispanic Americans probably has a significant affect on the difference in the median age of Univision viewers and ABC/CBS viewers.
July 1st, 2008 at 10:36 am
The increase in reruns this season because of the strike could also have an effect on the average age. Since reruns get much fewer demo viewers, the shows with a lot of reruns would end up skewing older simply because of the reruns. (Assuming these numbers are figured the same way as season-to-date numbers which include all in-slot reruns).
July 8th, 2008 at 1:59 pm
This study highlights what I had said earlier, baby boomers are more likely to spend more money and try new brands than the earlier generations, making the older demographic much more valuable than it had been.
http://www.multichannel.com/article/CA6576008.html