Commentary

Can't Find Those Young, Upscale Viewers? There's A Reason

Looking for a cool network catering to upscale young TV viewers? Stop your search.

The 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

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