Posted on 11/19/2006 8:53:37 PM PST by Snickering Hound
NEW YORK — Americans born between 1946 and 1964 are accustomed to being catered to, but that's not the case with much of television today. Now there's some new evidence that they're finding this mighty irritating.
A study conducted by Harris Interactive suggests that the television industry's obsession with youth is backfiring.
Nearly two-thirds of Americans say they believe that most TV programming and advertising is targeted toward people under 40, the survey said. More than 80 percent of adults over 40 say they have a hard time finding TV shows that reflect their lives.
A significant number of baby boomers — 37 percent — say they aren't happy with what's on television, according to the study.
"The amount of people dissatisfied with television overall was a pretty big eye-opening thing for us," said Larry Jones, president of the TV Land cable network, which commissioned the study.
To a certain extent, the generation that decades ago warned against trusting people over 30 can blame itself for the predicament. The TV industry's slavish devotion to ratings within the 18-to-49-year-old demographic started when most baby boomers fit into that group.
The theory among advertisers is that it's important to reach young people as their preferences are forming — get them hooked on a certain toothpaste or soda early and they'll be hooked for life. Advertisers will pay a premium for young viewers: $335 for every thousand people in the 18-to-24 age range that a network delivers, for example. Viewers aged 55-to-64 are worth only $119 for every thousand, according to Nielsen Media Research.
That's why ABC and NBC conduct all of their business with advertisers in the 18-to-49 demo. From a financial standpoint, if you're 50 or over, you mean nothing to those networks' executives. For Fox, the CW, MTV, BET and countless other networks, even 40 is too old.
The peak year for births within the baby boom, Jones noted, was 1957 — meaning all those people are turning 49 this year.
Much of the television industry isn't aging with them.
"They've just never changed or haven't realized that the population has moved on," said Randy Berkowitz, vice president of research for Combe Inc., which makes health products and beauty aids.
Berkowitz believes that "people are just not in tune with TV because they can't relate to it anymore."
Jones, who's 46, said he wants to come home at night and see an entertainment program that appeals to his sensibilities. Some people may find Paris Hilton funny on "The Simple Life," for example — not him.
To a surprising extent, advertising is also alienating. The Harris Interactive study found that half of baby boomers say they tune out commercials that are clearly aimed at young people. An additional one-third said they'd go out of their way NOT to buy such a product.
"I'm not saying that every show, every network should reshape, but that's an awfully high level of dissatisfaction among the largest generation group of all time," said Ken Dychtwald, a psychologist who worked with Harris Interactive on the study. (Harris conducted an online survey of 4,220 adults between April 28-May 15 this year, with a sampling error of plus or minus 1.5 percent).
Some advertisers have responded to the aging population. Financial services firms, for example, see many potential customers advancing toward retirement. Two decades ago drug companies didn't advertise on TV; now you could fill a medicine cabinet with all the products hawked on the evening news.
But these were cases where the companies making these products saw the opportunity, not necessarily the TV industry, Berkowitz said.
TV Land's Jones is already using the survey in his business. The results have convinced him that, more than ever, his network of mostly classic TV shows should be boomer-centric, he said. He also comes armed with the survey when he meets with the Madison Avenue types who buy advertising time.
One statistic he's sure to cite: The survey found 51 percent of the postwar generation describe themselves as "open to new ideas." Meanwhile, only 12 percent of young adults think the older folks feel that way.
Why does that matter? Jones said the average media buyer or planner is under 30. Many are undoubtedly hired for their know-how in appealing to a specific generation, and it isn't the baby boomers.
"There is this huge perception versus reality situation in the marketplace," he said.
Jones is pushing the idea of a "middlescence," about 40-to-59-year-olds who don't feel young anymore but don't feel old, and have plenty of discretionary income.
With the continued carving of the television audience into smaller slices because of all the networks on the air, the chance for advertisers to reach particular niches increases, said Evan Shapiro, who had his own marketing firm and is now head of the Independent Film Channel. Shapiro, 37, doesn't buy the idea that there's nothing on TV for older viewers.
"If you are a 50-year-old male or female, there is an enormous amount of television for you," he said. "It's just not on all the places that it used to be."
Still, Shapiro said he senses that marketers are slowly waking up to the potential in older TV viewers.
But by the time it happens, the children of the baby boomers will be the focus, making their parents even more irrelevant in television's eyes, he said.
Network TV means "West Wing" where everyone congratulates themselves for being Liberals.
I find TV is better than ever right now. I watch:
Prison Break
Heroes
Veronica Mars
Friday Night Lights
Lost
Smallville
Supernatural
Ghost Whisperer
I've never been much of a TV watcher, so it's incredible that there's that much for me to watch. I think it started by my wanting to watch HD programming, and these are the shows that stuck.
That said, probably at least half of that wouldn't appeal to the average boomer.
At least we have 24.
Haven't had tv since 1998. Wasteland for idiots.
I remember wanting to watch Shirley Temple on Sundays, but my dad wanted to watch bowling. I do remember him griping about watching The Wizard of Oz yet AGAIN. Now I agree with him. We had 3 channels, but only 2 came in well. My mom ironed to Arthur Godfrey. One Christmas, we went to visit friends of my parents. I saw Perry Como's Christmas special in color. It wasn't too long after that that my dad bought our first color TV so he could watch Bonanza in color.
I will watch Everybody Loves Raymond but that's about it for any sitcoms. I loved the mini-series Rome and can't wait for the next season. Other than that it's the History and Science Channels or nothing at all. I used to watch FOX practically all day but I turned off all TV and radio news two months ago because all they do is argue and say things like "Stay tuned... when we come back we have something to tell you that is really going to ruin your day." TV is terrible and the commercials are way, way too loud especially car commercials. But the worst is that loud mouth Billy Mays who sells Orange Glow. The man yells as loud as he can. I dive for the remote mute button as soon as I seen him on the TV.
You may be right, I know we watch more CBS primetime programming than any of the other stations.
You have every right to say that. Kids ARE disrepectful to parents/adults in both the newer sitcoms and in cartoons. The tone of voice is whiney and demanding.
I buy Prison Break and Lost on DVD. They are good.
Didn't know they are on networks.
Sitcoms are the problem.
I'm with you. Since '88.
I am completely unfamiliar with any of those shows.
LOL
Sometime within the last year or so I responded to a telephone survey about television advertising using almost the exact phrase, "I'd out of may way NOT to buy such a product."
I'm 49 years old.
The only thing I watch regularly is History Channel, some Discovery Channel (especially the wonderful Mythbusters), Fox News Channel, ESPN, and ESPN2.
There are some good things on cable. You've missed a lot ... I wouldn't necessarily consider that admirable.
Most TV programming is targeted for people under 40 IQ.
I enjoy most of those as well! Heroes is my current favorite...can't wait to see what happens at Homecoming tomorrow night!! :) ("Save the Cheerleader. Save the World.") Veronica Mars is one of the best-written shows; Lost is having a weak season, IMHO; never miss Smallville or Supernatural.
I'd agree,e xcept for History and Disclovery chanel. And the Military channel. And Survivor, CSI, House, Amazing race, SPEED Channel, NASCAR (although I have to go get a tivo to skip the commercials).
It's not all crap, but requires some research to get the truly good stuff.
I am 49 and I HATE TV! I cannot bear the sound of it running endlessly in the background!
The 2 that we own are on for maybe 1 hour and 30 minutes per day, between child and hubby.
They mostly watch sports.
There are no TV's in our bedrooms or on the top floor where the bedrooms are.
We pay for the minimum channel exposure and I have blocked most everything that has no intellectual value.
I used to love Brit and got my dish post 9/11 because I could only watch non Fox news- it's the People's Republic afterall! Post election.. I shut the damned thing off all together and I am thinking of selling the 27" in the den.
Any buyers? It's only 8-9 years old!
Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.