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Posted - 4/8/2013 1:27:51 PM | show profile | flag this post
this guy makes some good points... never understood why the "young demo," which doesn't have much money, is so important while older people with money are dismissed.
Posted - 4/8/2013 1:39:15 PM | show profile | flag this post
Young viewers don't have the money and most of them don't watch local news. You don't start getting people interested in their community until they have a home and a family as a general rule. Plus younger people are usually out doing things during the evening while the old folks like to catch the evening news. I live in a market that has an older demo and I have never been recognized more out on the street.
Posted - 4/8/2013 3:34:09 PM | show profile | flag this post
I have spoken
to consultants, news directors, GM's, corporate news gurus and all manner of people who should know the answer to the question, "why are younger viewers valued so highly and older viewers so easily dismissed?" and I have never...in over 30 years in the business, gotten an answer that make a lick of sense.
The simple fact of the matter is, that when you look at your numbers, what you are seeing is, at the very best, a reasonable guess as to what your audience watches. I'm in a top 25...sample size for our ratings....350. Now, you tell me how legit that is?
|Rufus V Vishinsky||
Posted - 4/8/2013 5:26:34 PM | show profile | flag this post
The theory used to be (and probably still is) that younger viewers have not formed any particular loyalties in terms of viewing and purchasing habits. "Murder She Wrote" viewers made up their minds a long time ago they like Buicks. "Idol" viewers are still up for grabs. Decades ago, Lawrence Welk (look him up) had a pretty sizable audience. He got cancelled anyway because that audience was so set in their "consumerism" only advertisers like Geritol (look it up) stuck with him. Look at the cars and marketing Buick does now. The cars are smaller and in their most recent TV effort. They out to replace "dinosaurs" on the streets of America. They want that younger demo now. That's why you see their spots on ESPN 30 AT 30, now. While they may not have the income, younger demos, in the minds of marketing folks can still be influenced to consider alternatives when spending the fewer dollars they have.
Posted - 4/8/2013 7:32:44 PM | show profile | flag this post
There it is.....the first answer I've gotten that made sense...not saying I agree with the approach, but at least on a theoretical level, it makes some sense....thanks for that.
Posted - 4/9/2013 12:01:20 AM | show profile | flag this post
the only one I'd heard that made some sense involved movies..... more young people than old go to the movies, and high school kids who can't drink (legally) yet will even go to the same movie multiple times.
Posted - 4/9/2013 10:17:32 AM | show profile | flag this post
I agree that the younger demo is certainly more impressionable, but the advertising model that's used to reach those younger viewers is changing. Social media has a huge impact in driving consumers to view product advertising via business websites, and I personally think that the trend to saturation advertising in broadcast is causing the medium to be far less effective a tool. I don't know about you folks, but the commercial clutter on TV/cable annoys me so much that I'm constantly either muting the volume, or DVR buffering what I watch so I can skip the commercials. I try to just tune out those commercial messages completely because they're such an interruption of the viewing stream. BTW, interrupting my web viewing produces the same annoyances, and I've been using tools to block advertising in my browsers for years.
Posted - 4/9/2013 10:47:59 AM | show profile | flag this post
The theory of attracting younger views to change their buying habits is one I have heard for years, and there’s a lot of truth in that. But, today’s programing is not a monolith, nor is the advertising. In ‘early fringe programing’ 7-8 PM in the East and Pacific, with reruns and syndicated programs, or the ‘reality shows’ of prime time, what ads do we see ? Tons of the latest and greatest cell spots and more Super Duper burger/fast food-Mod range restaurants. Oh, and the ‘big/bang/boom’ latest and greatest movies. Throw in some clever cleaning ads, toys for small kids (young parents) and ‘common cars and trucks,’ to round it out. Then, what’s on Jim Cramer’s ‘Mad Money,’ or ‘Squawk Box’ ? Lots of B to B business, foreign business traveler services and luxury cars, not much use to people under 40. Similar to special sporting events like ‘The British Open.’ This skews to a ‘higher clientele,’ and aside from the likes of Facebook and Google wonder kids, generally it takes more years to get in this club.
Sticking to news programing we see separation here too. I remember when I was a kid in the 70‘s 60 Minutes ran a ton of Wausau Insurance (now with Liberty Mutual) ads. But, these examples can be found today with the network nightly news. One of the biggest industries pushed on the big three at 6:30 (Eastern/Pacific)...medications spear headed for those on the ‘wrong side of 50,’ (loaded with tons of disclaimers). Although this crowd does frequent local news with greater loyalty than their younger counterparts, the bigger division is of class. Ads in local news often bare closer resemblance to daytime talk ads than 60 Minutes/nightly network news. You are more likely to see credit/debt/collection services, technical/community colleges and tons of obnoxious ‘lower end’ car commercials on your local news team’s programs.
It’s been observed that older viewers have an established connection to local hence their loyalty. Today’s 'older viewers’ grew up at a time when broadcast news had a different impact than it does today. Still, local news by its content tends to be of greater interest to those who have more of a vested interest, which often requires someone of more advanced age. Despite the sea of sameness critics say of local news, it is nuanced by more than just age and class too. Education and geography enter into play. Blue collar towns in a cold climates (say the Midwest), create more excitement for local than better educated, white collar markets particularly in temperate locations. The West, for example, has plenty of markets very heavily weighted on lifestyle, sitting indoors watching the local news crew doesn’t have the same appeal as a half a foot of snow on the ground. Lots of factors at work.
|Rufus V Vishinsky||
Posted - 4/9/2013 11:33:35 AM | show profile | flag this post
OldEditor & Voyage2
Are indeed correct...Outlets like ours market everything... We try to place an advertiser's budget on our air/our digital sub-channels/on our website/our mobile/yada yada...We compete with ourselves. And this time of year, all the platforms (particularly broadcast) are very tight inventory-wise, and rates are pretty good, too.