by: Dick Stroud
This is an interesting article about advertising and age in the US.
This is one of the factlets from the article.
Advertisers will pay a premium for young viewers: $335 for every thousand people in the 18-to-24 age range that a network delivers. Viewers aged 55-to-64 are worth only $119 for every thousand, according to Nielsen Media Research.
Chuck Nyren has also written about this article and in addition looked at how the article’s headline changed as it was reported in different newspapers. What started off as an issue with youth rapidly changed into a problem for older people (e.g. Baby boomers piqued at TV's youth obsession).
Definitely worth reading the article and Chuck’s blog (21st Nov).
Original Post: http://www.20plus30.com/blog/2006/11/is-tvs-youth-obsession-backfiring.html
Interesting enough, some trend in happening for years in Europe. The even more exciting news is that the 45+ - who willingness to watch TV is higher - are unhappy with the type of content they are getting. On the other end the older the group becomes the less their value for GRPs decreases the older they get.
Could not this a - maybe partial - explanation of why TV advertising is less and less effective?