"Public" Broadcasters - Programs for 49+

[kfbkfb]

Since PBS accepts contributions from people of all ages (and is minimally influenced by advertisers), they can produce programs for viewers over 49 that are likely to be of interest to them without regard to the ability of the programs to sell products/services.

Even more so with the BBC, they (probably) have a breakdown (by age) of the license fee payers, they can justify producing programs for 74 year olds since some % of the fee payers are 74+/-.

Are the content concepts in programs for 49+ by public broadcasters adaptable to commercial broadcasters (for radio programs) so that advertisers would see that the 49+ crowd would tune in for certain content and be influenceable by advertisers?


Kirk Bayne

 

[PTBoardOp94]

The problem isn't programming, really. We know we can reach older listeners with certain programming (all-news, oldies, classical).
The problem is that few advertisers have an interest in disseminating a message to customers in their 50s and 60s via radio.

 

[TheBigA]

Are the content concepts in programs for 49+ by public broadcasters adaptable to commercial broadcasters (for radio programs) so that advertisers would see that the 49+ crowd would tune in for certain content and be influenceable by advertisers?

The kind of sponsorship in public broadcasting is very different from commercials. By design. There is no "call to action" in PBS sponsorship. Whereas the main message in a commercial is a call to action. BTW eliminating call to action is preferable to older demos, who don't like to be "sold." Once you eliminate the call to action, it takes on a different meaning. So in PBS, you have a brand association with programs of integrity. Ken Burns, for example. Over on the commercial side, you're strictly selling demos.

 

[anotherguyTN]

But too many PBS stations are running what basically amounts to infomercials during their begathon times. That was discussed in another thread in 2014: https://www.radiodiscussions.com/th...on-get-away-with-running-infomercials.671780/

 

[Kelly A]

Since PBS accepts contributions from people of all ages (and is minimally influenced by advertisers), they can produce programs for viewers over 49 that are likely to be of interest to them without regard to the ability of the programs to sell products/services.

They have been for years. Downton Abbey and Antique Road Show are just two of the very popular shows PBS has distributed that are very popular with the older set. Apparently you don't watch PBS much.
As BigA mentioned; public broadcasters rely on a form of sponsorship called 'enhanced underwriting'. With a lot of CPB funding going away during the Trump administration, public stations rely on sponsorship more than ever.

Are the content concepts in programs for 49+ by public broadcasters adaptable to commercial broadcasters (for radio programs) so that advertisers would see that the 49+ crowd would tune in for certain content and be influenceable by advertisers?

Sure, 'diginet TV channels' like MeTV, Grit, Oxygen, etc. all cater to the older nostalgia. The ads include Hurrycanes and Medicare supplemental insurance plans. For radio? Talk and religion.