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RSSThe problem is, unless you are Paris Hilton -- or even young people of somewhat lesser wealth -- there's not many of you there, much to the chagrin of TV marketers.
Fox network can lay claim to getting more 18-34 viewers than anyone -- but the vast majority are not upper-income TV viewers, those who make $75,000 or $100,000 a year.
CBS Corp president/CEO Les Moonves says this market doesn't exist -- and TV marketers should stop asking for it. "We're dealing with the fact that advertisers demand 18- to 34-year-old upscale viewers. There are no upscale 18- to 34-year-olds -- except my children. And they have to ask me for money. It's a bullshit demographic category," he says. "We sell over half our advertising to a 25-54 demo. We think the boomer is where the money is -- and there's where we want to go to."
So wealthy children or wealthy TV and media executives would be another pool of young upscale viewers. How many are we up to now -- 52?
For years, NBC laid claim to wealthier viewers -- but they were older,and would be watching "West Wing" or "Seinfeld." NBC still claims the rich watch "The Apprentice." As far as cable channels are concerned, you'd certainly get some data that says Discovery Channel or the History Channel does well with wealthy viewers.
The problem is, for most people, you need time to gain wealth. Just look at the older part of the young demo, 34-year-olds, for example. How many of those in the U.S. make $100,000 or more? How about $75,000 or more? That's a small total you are looking at.
Marketers -- like wireless phone, car, and entertainment companies -- would love to sell young people more expensive stuff.
No doubt, there are some rich kids who watch MTV, Comedy Central, or E! But even then, they might be what older, rich viewers are sometimes called: "light TV" viewers.
These are viewers who, because of their cash, wind up participating in better, non-TV activities -- all the stuff that money can buy for an entertaining good time.
In that regard, TV is good entertainment at a relatively cheap price -- attracting just the type of consumers TV advertisers increasingly don't want.
RSS FEEDS
It too me all of 6 secinds.
Number of people age 15-34 with income of $100k+: 1,239,000 or about 0.5% of all people.
It's about 10% of all people making $100k+ or more.
The same is easily done with any other cohort you desire.
It too me all of 6 secinds.
Number of people age 15-34 with income of $100k+: 1,239,000 or about 0.5% of all people.
It's about 10% of all people making $100k+ or more.
The same is easily done with any other cohort you desire.
And the thing that all of you need to get is that once you turn 50, you do not, I repeat DO NOT stop buying and making new choices. IT IS A MYTH, with no foundation in research. And we are getting very tired of being tossed aside, and we will remember who still wants us--and who doesn't.
I'm 39 going on 40 and a woman and even I want a Wii. I even still watch MTV out of habit. And I watch TV online at Hulu.com or other sites. Computing takes up a lot more free time than it did even 5 years and I'm usually watching TV & surfing at the same time so I barely pay attention to ads.
Yes, I buy plenty of gadgets, and I'm sure advertisers would love to market to me, but I left broadcast tv to escape the ads. You'll find me and my .com associates being influenced to make purchases online (or actually via my local newspaper or public radio), NOT through a well placed, behaviorally targeted TV spot.
Sheldon Senzon JMS Media, Inc. mrmediapro@aol.com