For years, media executives built their pitches to advertisers around the idea that they could reach younger audiences, with those 25 to 54 offering the greatest appeal to news advertisers. But there is a hard reality these days: Most people watching TV are older, Isabella Simonetti and Joe Flint report. Among cable channels, the median age for TNT and Bravo TV viewers is 56, for HGTV it is 66, and even the once-youthful MTV’s median-age viewer is 51, according to Nielsen data. The cable news audience is even older, with MSNBC’s median age at 70, Fox News Media’s at 69 and CNN’s, 67. Among broadcasters, CBS’ median age is 64 and ABC’s is 66. Now media executives are embracing a new sell. They are focusing more on the mass-market reach of TV, and playing down the importance of age for advertisers. What really matters, they say, is whether your ad is reaching people who are likely to buy your product, whether they are 37 or 67. The approach hasn’t stopped the overall erosion in spending on TV ads, as marketers turn to other venues—from Amazon to TikTok to Google—to reach consumers, especially younger ones. 🔗 Read more: https://on.wsj.com/4avwJoa
Kenneth Lynch
1mo
You are using an outdated paradigm. People consume tv differently today and that is why you see mostly older viewers on older networks. Especially some of those will likely never appeal to younger viewers like TNT, Bravo and HGTV. As for news programs, it has always been older people that watch them regularly.
If not it was understood with v/editorial and my comment: what better example: Robert Edward Turner. What I built and how much I regret later, having sold it. The past never changed, those who pretend to be inept or arrogant surpass the basic limits with experiments. Don't you have the slightest doubt about the failures of which the obvious is indisputable?
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1moSomething is changing ? Be encouraged in terms of authenticity in Communication, has it always been a service to the community for what it represents, by reaching everyone equally? When you start talking about marketing, experts, statistics and other manipulations for the obvious purpose of economic benefit. The issue is the simplicity of deception and there is the difference in construction? And not the destruction with the irrelevant or simple banality and all those integral aspects that make it ideal and that is where the competition is not a frivolity, a good image, or the modernism of technology. But the quality, the talent, the content, the idea, the proposal. It's not the names or the signs, the marquees or the ostentation. I had the opportunity with Mr. Larry King and other great people to practice journalism, today I do it from a different perspective. But without forgetting the People, who are addressed with respect. Thanks WSJ