CBS touts study challenging ratings "myth"

[Huh]

don't know how this figures into anything, but what the heck...

http://biz.yahoo.com/rc/030721/media_cbs_2.html

UPDATE - CBS touts study challenging ratings "myth"

Monday July 21, 10:30 pm ET
By Steve Gorman

LOS ANGELES, July 21 (Reuters) - The CBS television network released a study on Monday challenging the widely held notion that viewers aged 18 to 49 matter the most to advertisers, and therefore to TV ratings.

The recent survey of more than 1,000 top media buyers and planners concludes that viewers aged 25 to 54 -- a demographic more favorable to CBS than 18 to 49 -- is the audience of choice for the greatest number of advertisers.

The Viacom Inc.-owned (NYSE:VIA - News; NYSE:VIAb - News) network said the findings debunked the prevailing gospel, propounded chiefly by rival network NBC and often repeated in media coverage of the industry, that the 18-49 demographic is the Holy Grail of network TV ratings.

"The current singular focus on adults 18 to 49 in the coverage of the television advertising market is resulting in a distorted view of the economics of that market," said David Poltrack, CBS executive vice president of research.

While CBS ranks as the most watched network overall, much has been made of NBC's primacy in the annual ratings battle for viewers in the 18-49 "demo".

Last season, CBS tied with ABC for third place in the 18-49 ratings derby, with Fox finishing a close second behind NBC. CBS, while much stronger in its 25-54 ratings, still finished No. 2 behind NBC in that demographic.

NBC dismissed the study, saying the nearly $3 billion it reaped from media buyers during this spring's "upfront" ad market was a more accurate gauge of advertising interest than CBS research.

"The buying community spoke and loud and clear with their checkbooks in May and June. They gave us 3 billion reasons to believe what matters most to them is adults 18-to-49," NBC spokeswoman Rebecca Marks said.

Poltrack said NBC, owned by General Electric Co. (NYSE:GE - News), did better in upfront sales in part because of its higher 25-54 ratings. CBS earned $2.2 billion in upfront sales.

It remains to be seen to what extent the findings will alter the marketing practices of the major networks, the way they report their ratings or how the news media covers them.

For its part, CBS said it would continue to emphasize its dominant standing among total viewers and its strategy of targeting a broad-based audience.

[blueassbitch]

18-49, 25-54, oooooooh big difference. These networks just slay me. :rollin:

[Huh]

who here doesn't fall into both categories?

[DZ_Crasher]

*raises hand*

But I don't live in the US, so my opinion doesn't count!

[MediaSavant]

While it is only a five-six year shift in range, science fiction programs (and the SciFi network) usually rank higher in a "25-54" ranking than in a "18-49".

The core audience for science fiction is baby boomers (35-54 year olds).

If you are younger than that--and some of you are--you are "outliers" in the bell curve.

Fantasy, like Buffy, skews a little younger than straight science fiction.

[grapeshot]

It seems to me that the "boomers" are challenging the preceived wisdom of marketers -- just as they have always done. For example, I think that 20 years ago, 54 year olds didn't buy themselves as many "toys" as 54 year olds do nowadays. Or, to put it another way, 20 years ago, my parents were 54 years old. They didn't buy anything special, and to this day still use the same old color tv console, washer and dryer, and kitchen appliances that they've always had. The only reason they have a microwave and a DVD player is because we kids bought them one. On the other hand, my friend and her husband, who are CURRENTLY 54 years old, have redecorated their house, re-landscaped their lawn, have his and her computers, his and her cell phones, and recently bought themselves a Winnebago to tool around in. Any marketer who ignores the disposable income and the penchant for instant gratification of the "boomers" is missing an opportunity to make a buck.

[Antrobus]

The core audience for science fiction is baby boomers (35-54 year olds).

Is that the age group that Shannen Doherty and Scare Tactics attracts? How about Tremors? Is that the age group that Tremors attracts? I don't think that either of those shows is broadcast by SciFi for baby boomers. Sorry, I just don't buy it!

I feel that SciFi is aiming for a much younger audience with those two shows. Perhaps that's why those shows are failing.

Arguments aside, the reimagined BSG sounds like one of the more mature things SciFi has come up with of late in terms of an ongoing series.

[grapeshot]

I can't speak for MS, but I think she meant that to be read as "the core audience for TRADITIONAL scifi shows". The SciFi Channel is clearly trying to reach a YOUNGER audience with Scare Tactics and Tremors. Furthermore, although Tremors hasn't been renewed, Scare Tactics received a renewal for 9 more episodes. I'm sure that Scare Tactics is reasonably successful for SciFi, and particularly so when considering it's low cost.

[Babsies]

well said, grapeshot :aok: !!!!!

Antrobus--you are correct-Tremors and Scare Tactics are just dren that they thought would attract a younger audience than the typical SciFi audience. I think BSG will do well with the more mature audience because, although it's clearly "not your parents' BSG", it's still gonna attract fans of the original series (like me!!), just as ST:TNG attracted fans of ST:TOS--it's up to the new show to keep that audience by producing intelligent programming.

Just my 2 cents!!

Regards,
B :coffee:

[guyricardo]

The core audience for science fiction is baby boomers (35-54 year olds).
Is that the age group that Shannen Doherty and Scare Tactics attracts? How about Tremors? Is that the age group that Tremors attracts? I don't think that either of those shows is broadcast by SciFi for baby boomers. Sorry, I just don't buy it!

I feel that SciFi is aiming for a much younger audience with those two shows. Perhaps that's why those shows are failing.

Arguments aside, the reimagined BSG sounds like one of the more mature things SciFi has come up with of late in terms of an ongoing series.

MS said 'science fiction programs (and the SciFi network) usually rank higher in a "25-54" ranking than in a "18-49".' Note that nowhere in there does she say that Scare Tactics and Tremors qualify as science fiction, hence the use of the term "usually". Those shows are obviuosly scewed to a lower iq/age demo. :ewink:

[MediaSavant]

Originally posted by Antrobus
Is that the age group that Shannen Doherty and Scare Tactics attracts? How about Tremors? Is that the age group that Tremors attracts? I don't think that either of those shows is broadcast by SciFi for baby boomers. Sorry, I just don't buy it!


You are correct about Scare Tactics. Scare Tactics, which is a reality show and not the "straight science fiction" I was discussing, does get a younger audience than the typical SciFi Channel program. Reality shows, in general, attract younger audiences. This is probably one of the reasons it got an additional order for episodes, while Tremors did not.

Tremors, on the other hand, attracts mostly the typical, older boomer audience. Younger viewers don't appear to be going for it. If that wasn't the intent, it is what happened.