While the upfront is chugging along and advertisers continue to flock to the golden goose called TV, news broke yesterday that the average broadcast network viewer median age was 50. (Not including DVR users.) As Variety put it: “…if they were a person, they wouldn’t even be a part of TV’s target demo anymore.”
While the video viewing experience will become more and more important, the traditional TV experience is dying a slow death. This doesn’t mean above 50 aren’t desirable audiences and shouldn’t be addressed in your communcation strategy. But it means that younger generations have changed their behavior for good and won’t return. It happened with radio, newspapers and TV. And it will continue to happen with the online and mobile experience. Technology doesn’t drive revolutions. Changes in basic behavior drive societal changes. And we’re in the middle of one.
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The age of denial « // July 18, 2008 at 4:02 pm |
[...] in and through right now: Banks deny they have problems, the President is the master of denial, TV networks deny the fact that their viewership is aging rapidly, advertising agencies continue to do business as usual [...]