Disposable Audience?
Published on Nov 18, 2015
Television advertisers and networks have obsessed over reaching the 18-49 demographic. But Baby Boomers have the most disposable income & spend more.
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
LONGMIRE VIEWERS
ARE NOT DISPOSABLE!
PUBLIC RELATIONS DISASTER?
THOUSANDS OF FANS DEMAND CABLE & SATELLITE PROVIDERS REMOVE A&E
'Longmire' was the most successful scripted drama on A&E for three seasons. It was recently canceled by the network-their original press release gave no justification for canceling their 2nd highest rated program, after the season ended on a major cliffhanger.
Soon, their programming executive was quoted as saying the audience simply skewed too old, its average age being 60 (I dispute that assertion!) when the average age for the network is 48. That meant they could not sell advertising at the premium rate that the younger demographic demands.
There was an uproar! Thousands of fans flooded the network's Facebook pages and posts expressing their anger. Industry publications started asking the question - had A&E made a bad decision canceling yet another highly rated drama (like The Glades last year) on a cliffhanger ending-had they created a Public Relations nightmare?
Soon, their programming executive was quoted as saying the audience simply skewed too old, its average age being 60 (I dispute that assertion!) when the average age for the network is 48. That meant they could not sell advertising at the premium rate that the younger demographic demands.
There was an uproar! Thousands of fans flooded the network's Facebook pages and posts expressing their anger. Industry publications started asking the question - had A&E made a bad decision canceling yet another highly rated drama (like The Glades last year) on a cliffhanger ending-had they created a Public Relations nightmare?
LONGMIRE POSSE LAUNCHED #LONGLIVELONGMIRE EFFORT
STAMPEDED SOCIAL MEDIA, REACHING MILLIONS
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Advertisers and television networks need to recognize the value of this demographic group - the Baby Boomers, as the spenders they are!
According to the Harvard Business Review: “Apart from the fact that those between the ages of 50 and 65 spend twice the amount of money on healthcare than the 18 to 25 year-old set and three times as much money on housing, 50 to 65 year-olds also spend an amazing 78% more money on shopping.” That's an astounding statistic that reveals the short-sightedness of the industry in dismissing this group as irrelevant, disposable.
According to the Harvard Business Review: “Apart from the fact that those between the ages of 50 and 65 spend twice the amount of money on healthcare than the 18 to 25 year-old set and three times as much money on housing, 50 to 65 year-olds also spend an amazing 78% more money on shopping.” That's an astounding statistic that reveals the short-sightedness of the industry in dismissing this group as irrelevant, disposable.
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It makes little sense to cancel a TV program for simply reflecting the national trends in television viewing. More hours are spent watching TV by those over 55 than by any other segment of society. Networks ought to know this!
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When the Baby Boomer generation represents 70% of all disposable income, and is responsible for 49% of all consumer spending, isn't it time for networks and advertisers to re-evaluate the outdated TV ratings system's obsession with the younger demographic? The Baby Boomer audience isn't disposable - but their income is!
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You can help continue the conversation! Please share this presentation on your social media sites. Join the Longmire Posse fan site on Facebook and Twitter, and help secure Longmire a more deserving home, one that recognizes the value of this exceptional TV program - and its audience of 5.6 MILLION passionate fans!
