Study: TV's Youth Obsession Backfiring

[sun dog]

I'm sure this is old news for some of you, but I think it's worth posting for those that haven't seen it, particularly given the state of the business these days. What gets me, over and above the apparent fallacy of younger people being more open to change, is that 18-year-olds HAVE NO MONEY. Neither do most 34-year-olds, particularly as compared to the 50+ crowd. Shouldn't that figure into the equation?

Maybe we should stop trying to woo the people that don't really want us, and embrace the ones that do.

(AP) 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.

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 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.

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.

http://www.cbsnews.com/stories/2006/11/19/ap/entertainment/mainD8LG9IMO0.shtml

[Spike]

What gets me, over and above the apparent fallacy of younger people being more open to change, is that 18-year-olds HAVE NO MONEY. [/URL]

I've mentioned that I'm back in school. I'm around plenty of 18-20 year olds daily. For people who don't have money, it's interesting to see how many have the latest model cellphone, ipod, iphone, laptop and game systems. It's interesting to see how many of the women, especially, are wearing all the latest fashions. Not to mention that these kids buy toothpaste and toilet paper, visit restaurants, go to movies and concerts, rent DVDs and have their oil changed rather than doing it themselves.

Young people still have to buy staple products. And they get money from their Baby Boomer parents (and grandparents) for the stuff they can't afford. They are making purchasing decisions. Who actually has the money matters a lot less than who actually spends it.

[sun dog]

with much of what you've said, but some would argue that the boomers do most of the spending. From bbhq.com:

"We are amused when visitors write to us ask what effect the boomers are having on the economy. Folks, in 2006, the economy IS the boomers! We represent the vast majority of the work force. There are 76 million of us; we ARE the economy. (That is not bragging; that is just a statistical reality.) The huge growth in the economy in the 90s was due in no small part to 76 million of us working up to our peak earning and spending years. What kind of cars are we buying? What kind are Detroit and Japan selling? We ARE the upper end of the automobile market. What explains the explosion in the popularity of SUVs? We do. Where do we go on vacation? Everywhere. How do we get there? Every way possible."

In another decade there will be 70 million boomers at retirement age. Given that news skews older already, I think it's nuts for programmers and advertisers to ignore that market.

[that's life]

And they get money from their Baby Boomer parents (and grandparents) for the stuff they can't afford. They are making purchasing decisions. Who actually has the money matters a lot less than who actually spends it.

And what they're spending it on. How many parents would approve of most of their kids' purchases? They say they're buying books. Didn't know that meant the karma sutra.

[Bandit]

The AP story says that 37% aren't happy with what's on TV - so are we to assume that 63% are somewhat pleased?

Also, how do we know that the young folks are happier with the choices on the tube than the 25-54 set?

There's no context for the study information given for the supposition the story makes.

Personally, I think there's a lot more programming choices for boomers than young people. I doubt 18 year olds are watching too much A&E, Food Network or History Channel.

[that's life]

I doubt 18 year olds are watching too much A&E, Food Network or History Channel.

Don't be so sure on that-- According to a friend of mine who works for a cable company that provides to a college, the History Channel is surprisingly one of the more popular stations on campuses.

[Bandit]

That's life ... I should have framed it differently ... is the programming on the networks I cited catering to young people (to the exclusion of other generations)?

That's awesome if 18 y o's and college students enjoy the History Channel!

[Spike]

The AP story says that 37% aren't happy with what's on TV - so are we to assume that 63% are somewhat pleased?

Also, how do we know that the young folks are happier with the choices on the tube than the 25-54 set?

There's no context for the study information given for the supposition the story makes.

Personally, I think there's a lot more programming choices for boomers than young people. I doubt 18 year olds are watching too much A&E, Food Network or History Channel.

And here's something else to consider. This is a survey of what people say, not what they do. According to this survey, "More than 80 percent of adults over 40 say they have a hard time finding TV shows that reflect their lives."

But what does that mean? Would all those people actually watch television shows that reflect their lives? Most people's lives are boring. My life isn't boring in person, and yet even I wouldn't want to watch a television show about it.

That's the whole point of film, television and theater: to tell extraordinary stories about things that don't happen to most people. If television truly reflected the average person's life, there would be no point in watching it, because you could just observe your own life instead.

What this survey doesn't tell us is whether the over 40 crowd watches the television anyway. According to Neilsen, television viewership is at an all time high. I don't see how it could be that high if the Baby Boomers aren't watching television.