> As for classic TV shows...while many are available, they
> cost more money from the syndicator than the station can
> make in selling ad time in most cases. Sadly Leave It To
> Beaver, McHale's Navy, Gilligan's Island, My Three Sons,
> among others just dont rate well on a local station. Today
> young unemployed men, Men and women that work evenings,
> those who have a day off would rather watch Montel or Fear
> Factor than classic TV. Most classic TV fans are aging out
> of the desirable ad demo.
Yes and no. It certainly is true that the classic shows will tend to skew older, which means a relatively small percentage of those desirable 18 to 49 year olds that advertisers so desperately want to reach.
But part of the problem is that most stations that run older shows will run just a couple of them, and throw them into a schedule seemingly at random, without any promotion, and in rotten time slots. When these shows are run in good late afternoon or evening time slots, they can earn some very respectable ratings (albeit, they probably still do skew old).
Some examples (from October 2005, which is the most recent numbers I have access to):
Here in Dallas/Fort Worth, KDFI/27 actually gets some of its best numbers with "Little House on the Praire" at 2 PM (1.4 rating/4 share) and "Andy Griffith" at 3 PM (two episodes, each getting a 1.2 rating/3 share). "Yes, Dear" at 4 PM actually loses audience from the "Andy Griffith" lead-in (dropping to a 0.7 rating/2 share). In late evenings on the same station, "MASH" maintains the rating of it lead-in, with "Malcolm in the Middle" at 10 PM, "King of the Hill" at 10:30, and double run of "MASH" at 11 PM all earning 1.1 ratings.
In Phoenix, we've all heard from Michael Haggerty at KAZT, which gains some decent ratings by placing shows like "Bewitched", "Andy Griffith", and "Hogan's Heroes" in prime early evening time slots. From what I can see, it looks like those shows all outperform the much newer "My Wife and Kids" on the same station.
In Minneapolis, independent KSTC/45 also makes good use of classic TV shows, with "Hogan's Heroes" at 9 PM actually tying for highest ratings of the day on that station (with the 6 PM run of "King of Queens", with both earning identical 1.3 ratings for the period I'm looking at).
In St. Louis, late night reruns of "Good Times" and "Sanford & Son" substantially outperform the much newer lead-ins on the local UPN station. (10:00 PM "Girlfriends" with a 1.7 rating, 10:30 "Steve Harvey" with a 2.0, 11:00 "Good Times" with a 2.5, and 11:30 "Sanford & Sons" with a 2.7 rating)
And, of course, there are some southern markets where "Andy Griffith" can still outperform any of the newer sitcoms.
With creative scheduling, I believe these shows could do even better...perhaps a pairing of "Andy Griffith" and "King of the Hill" might make sense, or "The Simpsons" and "The Flinstones".
Is a station going to lead the market with these older shows? Of course not (well, with the exception of "Andy Griffith" on WFMY in Greensboro, NC)...but they can certainly fill a successful little niche on a smaller station.