Oxygen Targets ‘Generation O’
April 24, 2008 12:18 PM
Interesting, and possibly risky, rebranding effort for Oxygen, the women’s cable network now owned by NBC Universal.
The new branding effort is aimed at the 18-34 demo, or “Generation O,” as the network defines the younger strata of its audience, which spans the 18 to 49 age spread.
So what are Generation O’s? According to Oxygen, they are “trenders, spenders and recommenders.” That’s got to resonate with Madison Avenue media buyers in quest of the holy grail: younger viewers.
But could that buzzword Generation O actually backfire?
Health care experts and pediatricians actually define Generation O as Generation Obese, consisting of fat youngsters in the nation.
Who knew? Apparently, Oxygen did not.