November 21, 2006
Do you know the meaning of 18 to 49? That’s the age range advertisers and network executive are obsessed with. Advertisers pay the most money for viewers who fall within this age range because they think they can persuade them to switch brands and buy their products more easily than people younger or older.
A new study conducted by Harris International suggests that obsession is backfiring. The survey finds a significant number of baby boomers – 37 percent – say they aren’t happy with what’s on TV.
The problem for TV is that the boomers are slipping out of the demographic advertisers and programmers care about, but the industry is not aging with them. Executives are still stuck in the old system. And that is a major reason they are losing viewers. The boomers are the largest demographic in American history and they are growing tired of the sleazy and emotional programming that does not appeal to their minds.
As a non baby boomer, I find this a hopeful sign, but then I gave up watching TV years ago. I only work in it. I don’t have to watch it.
Cal Thomas is a nationally syndicated columnist based in Washington, D.C.