Post by George WK Newman on Jun 4, 2009 13:08:47 GMT -5
Television networks in the U.S. exist primarily to deliver audiences composed of specific demographics to advertisers.
Think about that. Television programs are NOT the product in the television industry. The viewers are the product.
Age Groups
Children age 2-5
the business model may not be advertising for this particular daypart. Instead it may be commercial free programming with a merchandise and licensing revenue stream.
19.5 million people in the U.S. are age 2-6.
Boys age 6-11, Girls Age 6-11
25 million people in the U.S. are age 6-11
Preteen boys, preteen girls
If you include ages 11 and 12 in the tween population then the size of the audience is about 8 million in the U.S.
Boys age 12-17
very specific, defined demographic with real consuming power. MTV, ESPN, and Comedy. Internet and video games eroding overall viewership.
12.5 million boys aged 12-17 in the U.S.
Girls age 12-17
Music, comedy, stories, MTV, sitcoms, and increasingly sports.
12.5 million girls aged 12-17 in the U.S.
Men age 18-24
Sports, and cable networks, more then network TV, except for some Fox shows like The Simpsons. Also reality shows and action movies.
14 million men aged 18-24 in the U.S.
Women age 18-24
MTV fades to VH1, E!, Style, Lifetime, sitcoms, soaps, makeover and design shows on TLC and HGTV.
13 million women aged 18-24 in the U.S.
Men age 25-34
Sports, but also news and politics. Cop shows and action series. The more upscale members of this demo tend to watch less TV so the cost of reaching them may be comparatively high.
20 million men 25-34 in the U.S.
Women age 25-34
The most valuable audience segment because of both time spent viewing and purchasing power. Both homemakers and businesspeople. Overall they are the key target market for broadcast network sitcoms and dramas, and the largest audience for soaps. Network and local news, very loyal. Lifetime programs, food, home, style. Target for America's largest advertisers - the steady consumers who make the American economy work.
20 million women 25-34 in the U.S.
Men age 35-49
News, sports, the occasional drama or comedy. They have enormous purchasing power both at home and in business. Many high end product commercials are placed Sunday mornings when the smartest most affluent members of the segment watch political news programming.
32 million men 35-49 in the U.S.
Women age 35-49
Traditional core of the network audience, increasingly watching movies and serials on cable. Light entertainment and daily news, lifestyle programming.
32 million women 35-49 in the U.S.
Men age 50-64
Underserved by the cable networks, except History, Discovery and A&E.
20 million men 50-64 in the U.S.
Women age 50-64
Tends to drift into special interest such as A&E, PBS and QVC.
22 million women 50-64 in the U.S.
Men age 65 plus
Remarkably, given their spending power and the size of their audience this is a rather uninteresting audience to television advertisers - except perhaps clients in the personal finance business. Not reported on specifically by Nielsen (only 50+).
14 million men age 65 plus in the U.S.
Women age 65 plus
Generally treated as an extension of women age 50-64.
22 million women age 65 plus in the U.S.
Spanish speaking
12.5 percent of Americans claim Hispanic or Latino heritage, more then 35 million people. Approximately 28 million people speak Spanish at home.
General audiences
Although cable television tends toward segmentation, the big money comes from advertisers for television shows that are watched by many different demographic groups.
Network television viewers are seen as more "casual" viewers of television by advertisers and thus harder to reach. Cable viewers are looked on as more heavy users of television and thus easier to reach.
Think about that. Television programs are NOT the product in the television industry. The viewers are the product.
Age Groups
Children age 2-5
the business model may not be advertising for this particular daypart. Instead it may be commercial free programming with a merchandise and licensing revenue stream.
19.5 million people in the U.S. are age 2-6.
Boys age 6-11, Girls Age 6-11
25 million people in the U.S. are age 6-11
Preteen boys, preteen girls
If you include ages 11 and 12 in the tween population then the size of the audience is about 8 million in the U.S.
Boys age 12-17
very specific, defined demographic with real consuming power. MTV, ESPN, and Comedy. Internet and video games eroding overall viewership.
12.5 million boys aged 12-17 in the U.S.
Girls age 12-17
Music, comedy, stories, MTV, sitcoms, and increasingly sports.
12.5 million girls aged 12-17 in the U.S.
Men age 18-24
Sports, and cable networks, more then network TV, except for some Fox shows like The Simpsons. Also reality shows and action movies.
14 million men aged 18-24 in the U.S.
Women age 18-24
MTV fades to VH1, E!, Style, Lifetime, sitcoms, soaps, makeover and design shows on TLC and HGTV.
13 million women aged 18-24 in the U.S.
Men age 25-34
Sports, but also news and politics. Cop shows and action series. The more upscale members of this demo tend to watch less TV so the cost of reaching them may be comparatively high.
20 million men 25-34 in the U.S.
Women age 25-34
The most valuable audience segment because of both time spent viewing and purchasing power. Both homemakers and businesspeople. Overall they are the key target market for broadcast network sitcoms and dramas, and the largest audience for soaps. Network and local news, very loyal. Lifetime programs, food, home, style. Target for America's largest advertisers - the steady consumers who make the American economy work.
20 million women 25-34 in the U.S.
Men age 35-49
News, sports, the occasional drama or comedy. They have enormous purchasing power both at home and in business. Many high end product commercials are placed Sunday mornings when the smartest most affluent members of the segment watch political news programming.
32 million men 35-49 in the U.S.
Women age 35-49
Traditional core of the network audience, increasingly watching movies and serials on cable. Light entertainment and daily news, lifestyle programming.
32 million women 35-49 in the U.S.
Men age 50-64
Underserved by the cable networks, except History, Discovery and A&E.
20 million men 50-64 in the U.S.
Women age 50-64
Tends to drift into special interest such as A&E, PBS and QVC.
22 million women 50-64 in the U.S.
Men age 65 plus
Remarkably, given their spending power and the size of their audience this is a rather uninteresting audience to television advertisers - except perhaps clients in the personal finance business. Not reported on specifically by Nielsen (only 50+).
14 million men age 65 plus in the U.S.
Women age 65 plus
Generally treated as an extension of women age 50-64.
22 million women age 65 plus in the U.S.
Spanish speaking
12.5 percent of Americans claim Hispanic or Latino heritage, more then 35 million people. Approximately 28 million people speak Spanish at home.
General audiences
Although cable television tends toward segmentation, the big money comes from advertisers for television shows that are watched by many different demographic groups.
Network television viewers are seen as more "casual" viewers of television by advertisers and thus harder to reach. Cable viewers are looked on as more heavy users of television and thus easier to reach.