Nielsen Top Twenty 18-49 Shows by viewers for the week ending 07/06/08:
| Rank | Shows | Net | 18-49 Rating | 18-49 Viewers (000) |
| 1 | HELL’S KITCHEN | FOX | 3.7 | 4,819 |
| 2 | WIPEOUT | ABC | 3.6 | 4,693 |
| 3 | AMERICA’S GOT TALENT | NBC | 3.3 | 4,302 |
| 4 | SO YOU THINK CN DANCE-WED | FOX | 3.2 | 4,182 |
| 5 | BABY BORROWERS | NBC | 2.8 | 3,615 |
| 6 | TWO AND A HALF MEN (R ) | CBS | 2.7 | 3,596 |
| 7 | BACHELORETTE-6/30(S) | ABC | 2.6 | 3,374 |
| 8 | I SURVED-JAPANESE GM SHOW | ABC | 2.6 | 3,354 |
| 9 | HOUSE-MON 9P (R ) | FOX | 2.5 | 3,333 |
| 10 | RULES OF ENGAGEMENT(R ) | CBS | 2.4 | 3,117 |
| 11 | BACHELORETTE, THE | ABC | 2.4 | 3,080 |
| 12 | DATELINE SUN 9PM | NBC | 2.2 | 2,938 |
| 13 | EXTREME MAKEOV:HM ED 8-10 (R ) | ABC | 2.2 | 2,891 |
| 14 | SO YOU THINK CN DANCE-THU | FOX | 2.1 | 2,804 |
| 15 | FAMILY GUY (R ) | FOX | 2.1 | 2,746 |
| 16 | HOW I MET YOUR MOTHER (R ) | CBS | 2.1 | 2,728 |
| 17 | AL DIABLO CON GUAPOS WED | UNI | 2.1 | 2,725 |
| 18 | CSI: MIAMI (R ) | CBS | 2.1 | 2,689 |
| 19 | PRIMETIME:THE OUTSIDERS | ABC | 2.0 | 2,680 |
| 20 | AL DIABLO CON GUAPOS TUE | UNI | 2.0 | 2,674 |
Nielsen TV Ratings Data: ©2008 Nielsen Media Research, Inc. All Rights Reserved.
I am really interested in your guy's opinion on the recent TV Land commissioned survey that found Baby Boomers Spends More Than Those Under 40, Has Less Brand Loyalty than those IN the 18-49 Demo.
Do you think/expect advertisers to rethink their spending options to NOT be so dependent on the younger demos?
If you have not seen the story, here is the link http://www.multichannel.com/article/CA6576008.html
My quick opinion is that it's not just about brand loyalty/spending. It's where the advertising dollars are coming from in bulk (trucks, fast food, beer) which are somewhat targeted more at younger viewers. Sure, luxury cars and more upscale things are advertised, but not nearly in the same volume so I don't think we'll see much change anytime soon as a result of this. I'm not saying that's a good thing.
to add-on (we've written about this elsewhere): supply and demand. It's easy for advertisers to find 50+ to target to. They're abundantly available. Harder with the 18-49 and 18-34, and so the demo premiums comes not from a perception of value as loyal purchasers, but due to relative scarcity.
I can't believe that those crappy soap operasa are in the TOP 20. Is that what AMERICANS are watching?, I don't think so…