Disqus - Latest Comments for Katie1999

Re: Nielsen Looking To Convince Advertisers People Over 50 Matter Or Just Looking To Please Its Biggest Customers?

Katie1999 — Mon, 19 Jul 2010 22:39:38 -0000

As someone in the 50+ group, I am tired of being ignored and have decent thought provoking programs canceled because they didn't appeal to enough 18-49 year olds. Frankly, their taste sucks if what is currently on TV is based on their preferences. The aging population still holds the bulk of the wealth and therefore, has the buying power. They not only buy for themselves, but also for their younger family members. Advertisers need to remember that.

Re: Moonves: Stop Talking Upscale 18-34 Year Olds!

Katie1999 — Fri, 27 Jun 2008 19:04:28 -0000

The statistics above are interesting but statistics can be so misleading. In addition, averages do not consider end point extremes. It is also very easy to manipulate statistics. So many young graduates move home with parents after finishing school these days, so I am not surprised by the numbers - but the question is, who controls the expenditure dollars??.

In an article written by Peter Vogt , a Monster Track Career Coach, he states:

"More often than not, the reason why many new grads are picking their parents as roommates is all about money. For as many as 40 percent of recent grads, it made smart economic sense to move back in with their parents, where life is comfortable and rent is either low or nonexistent, while they get their finances in order,” says Nicholas Aretakis, author of No More Ramen: The 20-Something’s Real-World Survival Guide. Don’t forget that the average college student today graduates with more than $20,000 in tuition debt. Most new grads have important life plans that cost more money than the typical entry-level salary can cover. Take Bryan McCarty, a 2007 graduate of Wartburg College in Iowa. He recently accepted a writing job in his hometown of Cedar Falls so he could move back home until next summer, when he’ll be getting married. For McCarty, the decision made sense. “I thought about the opportunity to build a stronger, more stable foundation for myself and my fiancee,” he says."

Les is right when he says 18-34 year olds making >$75,000 do not exist; at least, if they do, they are in the minority. Marketers are trying to get blood from a stone. They have also fallen behind the times in their thinking and advertising approaches. Time to go back to the drawing board and do some homework.

Re: Are You Older Than A CBS Viewer?

Katie1999 — Fri, 27 Jun 2008 18:32:48 -0000

While I agree that the comparison of <30 viewers to smallpox is an absurdity, I used it purposefully to make a point that the constant need for advertisers to market to the 18-49 demo is also absurd and nonsensical.

As well, if it were a case of supply and demand, then they are really off the mark because the largest demand will most likely be created by those with the most money to spend on the products they sell. That is clearly not the <30 demo!! It is the >49 demo that will more than likely create the demand which the sponsors will then supply. It is also the >49 demo which gives the money to their children and grandchildren to purchase products. Conversely, If we don't give them money, we go out and buy the products for them!

I worked in advertising and marketing for a number of years and can honestly say they have done a poor job of keeping up with social changes. In fact, they are still of the mindset that they are the catalysts of these changes. People are smarter, more cynical, and less likely to fall for some of what they are peddling these days and the advertisers are desperate to figure out how to reach them . Well, they need to go back to the drawing board and do some more homework.

By the way, I also feel that the networks are underestimating the sensibilities of the 18-49 demo with some of the crap they are airing. Many are smarter than to fall for the claims and promises advertisers are making.

Just my opinion!

Re: Are You Older Than A CBS Viewer?

Katie1999 — Fri, 27 Jun 2008 15:27:04 -0000

So you think the youth demographics "are rare, and rarity makes them valuable". I tend to disagree. Polio and small pox are rarities but that doesn't mean they are more valuable or desirable.

First of all, that median number (50) is going to go up in the next few years. While proportionately, there will be fewer numbers in the youth demographics, there will also be fewer in that group who can afford to buy what the sponsors are selling. I thought the whole idea was to get viewers with money who could buy the goods being advertised, not just attract viewers because they rarely watch broadcast television.

Secondly, I think this 'youth' age group will become more of a rarity in the future because they will be watching programming using other media and technology. The television has already become one of many options from which to choose to watch programming. There is already specialized programming on the internet which is not offered on cable or network television.

While I agree that it is not some kind of civil rights issue, there is an element of discrimination. However, as long as we old folks have enough quality programming to choose from whether on cable, computer or perhaps television (although the latter is becoming less attractive all the time), discrimination is not an issue.

I do believe that marketers and advertisers are still not comfortable with the 50+ demo of today because they are still regarding them as they did the 50+ audiences of 50 years ago. It is time they got with the program and started realizing that the bulk of the money and population is and will continue to be part of this older demo for years to come and as a result, will be given the attention, respect and value they deserve.

Re: Nielsen Ratings for June 7, 2008: Saturday was Worse than Friday

Katie1999 — Mon, 09 Jun 2008 22:16:09 -0000

Moonlight reruns would have done better.

Re: Where You’re Watching Video

Katie1999 — Fri, 06 Jun 2008 20:43:15 -0000

According to Holson, "It’s no surprise that 25- to 34-year-olds make up the largest segment of owners, or a third of all iPhone users. But the over-50 set makes a significant showing, too, as 14.4 percent of iPhone users are aged 55 years old to 64 years old".

Holson almost seems surprised by the size of the over 55 segment that uses iPhones. This segment always seems to be underestimated. However, this helps to prove my point that the 'older folks' of today who lived through Woodstock and "Flower Power" aren't afraid to try something new. They were the agents of great social changes. Advertisers and networks are foolish to ignore them.

Re: Where You’re Watching Video

Katie1999 — Thu, 05 Jun 2008 19:14:49 -0000

That doesn't surprise me at all. The 55's and up are not like our grandparents and their grandparents. They have had to adapt to the new technology in order to succeed in the workplace. Many are using the new technology to start new careers or businesses. It doesn't surprise me at all that they are more likely to watch on their computers or that they are computer savvy. The intellectual capital held by this group is worth billions!!

Re: Where You’re Watching Video

Katie1999 — Thu, 05 Jun 2008 19:09:59 -0000

Thanks Bill for the article. You would have to be a VERY AVID golf fan to watch it on your phone!! Frankly, I'm a bigger screen person. My 16" laptop screen is about as small as I want to go.

Seems like a lot of money wasted developing this. The numbers confirm nobody will be watching. It is the older group who tend to watch the golf and they represent the largest segment of TV watchers!! Perhaps if the Open was blacked out on regular broadcast TV, you would force some of the fans to watch; but I guarantee you would have some very angry fans.

Re: Where You’re Watching Video

Katie1999 — Thu, 05 Jun 2008 16:48:14 -0000

I was under the impression that Nielsen wasn't equipped at this time to include computer watching in their numbers. From what I have read on their website, they are still working on this. To date they are still using the old method of collecting data - the box in selected homes and surveys. I do know that they are able to collect time shift and DVD'd numbers but that is the extent of their capability.

I think it is time for them to review their old methods of data collections post haste; just as it is time for the sponsors to consider targeting the older demographic who has the money to buy their goods.

Re: Final 2007-8 TV Season vs. 2006-7 TV Season Ratings

Katie1999 — Fri, 30 May 2008 00:23:13 -0000

Well I'd say given the reaction to Moonlight's cancellation and the poor quality of the new shows that CBS plans to launch in the fall, the 25 - 54 demo numbers are going to plummet further. With all these negative numbers and the drop in advertising revenues in 2007 - 2008 to date, you would think that the network executives and their advertisers would wake up.

Re: Final 2007-8 Season Top TV Shows By Viewers

Katie1999 — Thu, 29 May 2008 20:29:14 -0000

Hello Bill,
Thanks for the information. I recently found an interesting article written by TV News which discussed the advertisers' obsession with the 18-49 demographic. While it explains the rationale behind it, it also shows how shortsighted and foolish advertisers and networks are. In the long term, they will lose big.

Contrary to what advertisers think, we over 50 crowd are not just interested in drugs to reverse aging or cure erectile disfunction!! We are not like the 50 year olds of 50 years ago!!!

I pasted the link to the article in TV News in case anyone is interested. Keeping shows like Moonlight would have been a good first step to develop some loyalty among the largest growing and wealthiest demographic. Alienating them is not a wise choice.

Anyone interested can check out the link:
http://www.tvweek.com/news/...

Just my thoughts.

Re: CBS Fall Schedule: Will Ex-List Do Better Than Moonlight?

Katie1999 — Tue, 27 May 2008 18:04:09 -0000

What I would like to know is this - when was the last time that the TV ratings demographics were adjusted to reflect the latest North American demographic breakdown? It couldn't have been recently. Otherwise they wouldn't be putting all their emphasis on the 18-49 (or 18-34) demo. Does anyone have that information?

Re: Nielsen Ratings May 23, 2008: Nothing to Write (Home) About

Katie1999 — Sat, 24 May 2008 23:57:41 -0000

I think the 8 million Moonlight fans can add to the numbers of the other networks and knock CBS off the top quite easily, especially if they insist on airing mindless junk like The Ex List.

Re: Moonlight Ratings 2007-2008

Katie1999 — Sat, 24 May 2008 15:25:03 -0000

I am confused. If CBS is so concerned about the demo breakdown (since they
are so keen to appeal to the 18-49 demo), it seems strange that you don't
get this breakdown any more. Clearly from the data posted prior to the last
four shows, it was the 18 -34 demo that had the lowest viewer numbers for
Moonlight. No entirely surprising.

However, the 25 - 54 group was the largest. If Les Moonves was truly
appealing to this group (as he stated in a recent article I read) -
Moonlight should not have been given the axe.

It also appals me that the networks don't care about the 50+ demo. We are
the largest segment of the population today and have the most disposable
income. In addition, we buy some of the merchandise peddled by the networks
- if not for ourselves, then for our children and grandchildren. I believe
the networks are short sighted and insulting to my demographic. How long
since the Neilson demo criteria were changed to reflect the changing North
American demographics?

My husband and I liked Moonlight and watched every Friday because after a
long workweek, we wanted to be entertained. It did just that.
This new program The Ex List (set to air in the fall as a replacement for
Moonlight) is not only insulting to all women of reasonable intelligence,
but also a clear indication that CBS has no idea what the viewers really
want.

Just my thoughts!

Re: CBS Fall Schedule: Will Ex-List Do Better Than Moonlight?

Katie1999 — Sat, 24 May 2008 14:53:50 -0000

Braeden - you hit the nail l the head. I am part of the older generation. I have the disposable income. I certainly won't dispose of it in the direction of any of CBS' sponsors. If they buy into the junk that CBS is peddling to viewers, they don't deserve my patronage.

Moonlight is a quality show. How can CBS possibly think that something like the Ex List is a better replacement. If the female executive at CBS was truly responsible for the decision to air this show and cancel Moonlight, she must be very desperate or completely ignorant. In business, I have often heard used the expression - S**t floats to the top. In CBS's case, it seems to be true.

Re: CBS Fall Schedule: Will Ex-List Do Better Than Moonlight?

Katie1999 — Sat, 24 May 2008 14:30:58 -0000

Moonlight had close to 8 million viewers each week. It was a consistent winner in its time slot. However, based on the emphasis these days, it was most popular among the 25 - 54 year old crowd. This demo constituted about half of its viewers. The 18-34 demo was the smallest audience. Well, that shouldn't surprise anyone since they are usually out on the town on Friday nights.

I am a female who is over 50, married and have a post graduate degree in education. I like to watch entertaining TV. Moonlight fit the bill on a Friday after a long work week, when both my husband and I looked forward to relaxing and being entertained.

I agree with CharOCFL. CBS's executives must have the heads up their a***s if they think that the Ex List is better entertainment. It is insulting and mindless. You couldn't have had many intelligent women involved in the research on this show or you wouldn't air such garbage. You should remember that not all women who stay home on a Friday night are pining away for a guy to help solidify their identity and want to live vicariously through a show whose premise will only attract viewers with a moronic IQ.

Re: CBS Fall Schedule: Will Ex-List Do Better Than Moonlight?

Katie1999 — Sat, 24 May 2008 14:15:54 -0000

Moonlight consistently won its Friday night time slot but because too many 18 - 34 year olds went out on Friday, it was canceled. The fact is it did have appeal to the older group but then, the networks don't care about us. After all, we are only the group that has the bulk of the spending power and can buy their advertisers' products!!

How else do you explain why "The Big Bang Theory" was renewed (with much lower ratings overall - but not in the 18-49 (mostly, 18 -34 yr old) demo. They don't care about the older crowd. Remember we are the largest group among the demos and have the money with the buying power. Stop selling us short.

Re: Moonlight Ratings 2007-2008

Katie1999 — Sat, 24 May 2008 13:55:55 -0000

When will you update the ratings for the final episodes of Moonlight or are they better than the network expected so you don't want to share them and cause another uproar over its demise.

Re: Top CBS Primetime Shows, May 5-11

Katie1999 — Sat, 24 May 2008 13:54:04 -0000

That just proves that the 18-49 demo has no taste in shows. I would venture to guess that it is the younger crowd that represents the bulk of that group. They don't have the bucks to buy what the sponsors peddle so it surprised me that the networks and sponsors pander to them.

The rest of the viewers don't seem to count even though the older crowd hold the purse strings and can buy the merchandise the advertisers peddle. Since the baby boom crowd is such a large group now, perhaps the networks and sponsors should revisit their research and start considering what the older crowd might like to watch. Perhaps a better cut would be 30 - 60 demo. It might help to improve on the crap that is shown on TV and give them a better chance against the cable networks (which is the haven of sanity for many of us older folks!).

Re: Nielsen Ratings May 22, 2008: Grey’s Recaptures Former Glory For the Last 30 Minutes

Katie1999 — Sat, 24 May 2008 13:43:34 -0000

It is not surprising that Grey's did well. Without any competition it would have been surprising if it didn't.

I see CBS didn't fare well with the 18-49 crowd. It serves them right after canceling one of their more promising shows - Moonlight!! Those numbers will get worse once they launch that pitiful replacement entitled The Ex List!

Re: CBS Fall Schedule: Will Ex-List Do Better Than Moonlight?

Katie1999 — Fri, 23 May 2008 00:22:11 -0000

Moonlight is a great show. CBS obviously wasn't thinking if the best they can do as a replacement is the Ex List!

Not only am I insulted as a woman who values her self-identity, but I am also perturbed that the networks don't seem to care about what shows interest the the 50+ demo group, of which I am one. No offense intended to the 18-49 demos, but the 50+ is the group that holds most of the disposable income required to buy what the sponsors are peddling. Last I looked, many of the products advertised are also used by us "Old folks".

In addition, we are not so old that we don't appreciate great looking guys like Alex and Jason!! And my husband didn't think Sophia was too shabby (NOT!)!! Any research will show that the 50+ group of today is NOT like the 50+ group of 50+ years ago. We are much more active, better educated, often taking more risks, and not all too anxious to retire. If anything, we are retiring from one career only to begin another (by choice).

When will the networks learn and start considering the entertainment needs of the 50+ group. If Les Moonves (who claims his network appeals to the 25 to 54 crowd) really did cater to this group, Moonlight would NOT have been canceled. Wake up and smell the garbage - the Ex List stinks!! CBS will live to regret the decision to cancel Moonlight!

Re: CBS Fall Schedule: Will Ex-List Do Better Than Moonlight?

Katie1999 — Fri, 23 May 2008 00:05:23 -0000

The Ex List is a premise that insults every woman regardless of age. To think that a show which has a 30 something desperate for a man will attract an even reasonably intelligent female audience is ludicrous. This show sets back women's lib by half a century!!! If this is the best they can do, CBS has serious problems.

Instead of renewing an entertaining show like Moonlight which had a somewhat unique storyline and great cast, CBS bombs with the Ex List. Well, listen up CBS. Like most women, when I watch television it is not to be INSULTED; it is to be ENTERTAINED! You better go back to the drawing board or leave well enough alone and reinstate Moonlight!