Network Demo's Aging

[landtuna]

Very interesting article on the shifting demo in national TV.

Unlike radio, they seem to be admitting: "Don't discount people who are in their 50s and 60s. They buy iPads," Wurtzel said. "They're online. The reality is these are the people who have the money."

http://news.yahoo.com/s/ap/us_tv_older_networks

 

[Mediafrog+]

Unlike radio, they seem to be admitting: "Don't discount people who are in their 50s and 60s. They buy iPads," Wurtzel said. "They're online. The reality is these are the people who have the money."

That quote is so 2007. People in their 50's and 60's don't have as much money as they used to because the economic bust has clobbered their 401k's, pensions, and other savings...with a very small timeframe to recover (at least some of) the losses.

Those demos are now hoarding money, not spending it.

 

[imhomerjay]

Amen to that. It still opens up some possibilities, limited though they may be. Being cautious on big-ticket purchases is one thing, but they still need any number of day to day necessities (and perhaps in some cases the "little luxuries" in lieu of the bigger ones now deferred). That, framed with an appeal to frugality, might be one way to go. Will it suddenly turn the market on its ear? Probably not. But it might represent an opportunity for someone to take advantage of.