Sunday, January 11, 2009

Is There Life Beyond 18 - 49?

Naturally this is a big "Duh!", but the Los Angeles Times has an article this morning about how television networks are beginning to understand that it's not only the young viewer demographic that is worthy of courting. "Television is starting to look beyond the 18- to 49-year-old demographic", by Scott Collins, is especially worth a read if you're 1.) outside the young demo 2.) and felt left out in some way about it. It's also good to read if you just want to see how desperate programmers are to create hits, for anybody, these days.

Personally, I would consider it a compliment NOT to be targeted by advertisers. They've gone for the younger demo hoping to build brand loyalty to sell more junk to them in the future. It's not because they're such savvy viewers or brilliant citizens -- they can be persuaded, that's really the lure. I'd rather NOT be considered persuadable, wouldn't you?

But hey, if you've felt left out lately, there's hope. We can all now aspire to be the chumps for shameless marketeers. Hurrah!

Look, I just want to watch my 30 Rock and be left alone, okay?


Jane said...

I can't believe it, I was just about to do a post about the same article! Did not know you were still looking at the LA Times Lisa! I was so impressed by this article, I think I may send an email to Scott Collins. It's about time they recognized what we've been saying for years. Pandering to this young age at the exclusion of the older, boomer demos has been a perilous decision for the broadcast nets and probably cost them a lot of viewers. Just make great television, and who gives a rat's butt if some kid right out of college likes it or not.

Jane said...

Forgot to add, I LOVE the last line in your post. Ditto, ditto, ditto!

Lisa said...

It was a great article, and you being a research guru, it would have meant even more. One point that wasn't made in the article is that the nets eschew broadly popular shows at a high price -- those big tent programs are wonderful promotional opportunities, and that is worth gold! As you said, just make great television, and we'll all watch! :-)