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Ageing TV Audience Could Impact On Commissioning
TV commissioning budgets and content could be affected by an ageing TV audience, suggests a report in Variety (August 28 2008).

It says the 55+ age group is the fastest growing US TV audience sector, growing at 2.7 per cent each year. This compares to a predicted annual growth of 1.5 per cent in the 18-34 years group and only 0.7 per cent in the 35-49 years group. The teenage audience is predicted to grow by 1.2 per cent next year, according to the report which draws on Nielsen market research data.  The impact on TV budgets may have some consequences on commissioning...

Variety says this ageing trend will impact on advertisers who up to now have targeted the core sector of 18-49 year olds. As its website puts it: “Shows targeted at aging boomer folk may post boffo total audience ratings but limp in the demos that advertisers care about.”

If TV advertising income falls as advertisers look elsewhere to promote their goods, programme budgets generally will fall. However, if advertisers decide to target the older population via TV, programming content focus will move away from younger audiences to more mature viewers.

CBS research chief David Poltrack is quoted saying the 55-64 year olds “control an extraordinary percentage of wealth and assets of country and have the most discretionary income … they’re big consumers, and they’re going off the radar screen.”

Poltrack pointed out that TV audience monitoring is now being developed so it is less age-based, and looks more at product consumption which “could alter media marketing and planning decisions”.

Product placement for the soon-to-be-pensionable anyone?

www.variety.com/article/VR1117991318.html?categoryid=14&cs=1

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