The Town with Matthew Belloni
TV Viewers Are Getting Old. Do Advertisers Care?
May 31, 2024
Isabella Simonetti, a Wall Street Journal reporter, joins Matt to discuss the impact of older TV viewers on advertising. They explore the shift in ad pitches, age gaps between TV consumption, acceptance of older casts, and the potential decline of linear TV. Matt ends with a prediction on the distribution of 'The Apprentice' and its connection to Donald Trump's career.
29:01
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Quick takeaways
- Advertisers target all age groups, shifting focus from traditional to older TV audiences.
- TV executives prioritize reaching diverse buyers, influencing content decisions for older viewers on linear and streaming platforms.
Deep dives
Shift in TV Viewership Demographics
Linear TV viewers are getting older, with networks like TNT and HGTV having median viewer ages of 56 and 66 respectively, indicating an aging audience. Cable news networks also face this trend, with median viewer ages hitting 69, impacting ad target demographics. Advertisers now focus on reaching potential buyers regardless of age, prompting a shift in TV programming catering to older audiences.
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