Tag Archives: marketing

Why do advertisers value the 18-to-49 demographic so much?

It makes NO sense. Baby Boomers control over $1 trillion in discretionary income (Kelly Kahl, Sr. Exec VP for Programming and Operations at CBS). And Boomers are LESS stuck in their brand loyalty ways than X’ers ¬†and Millennials (TV Land, 2008). Yet every day when I get my email update on the overnight prime-time ratings, they are always broken into two columns: total audience and 18-to-49. CBS recently canceled CSI Miami on Sunday nights and replaced it with NYC 22. I tried to watch the first two episodes. I just could not get past the 10-minute mark. I shut off the TV and did some reading instead. I no longer bother to try watching.

CBS’s marketers are probably delirious with joy, since I am WAY past that 49-year-old upper end of desirability. I wonder if the brands buying time on “22” are equally happy.

“Despite the fact that it managed to draw a relatively large audience — averaging about 8.5 million viewers — it was one of the lowest-rated shows among the 18-49 age group,” says contact music.com. And it was expensive to produce. But it was #1 in its time slot and drew a large total audience! From what I’ve seen so far, NYC 22 is getting lower numbers–and not even delivering the 18-to-49 demo.

What’s going on?

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