Are you an advertiser trying to reach young viewers on broadcast television? Then get ready to market to 44 year-olds, reports Brian Steinberg in Advertising Age.
That’s because the median age of prime-time viewers is almost 51 years old, with Fox drawing the youngest audience with a median age of 44.
Given that 51 is two years past the cut-off range of the most coveted age demographic, it seems a bit curious that advertisers are expected to buy $9 billion in commercial time that appears to be missing the boat.
But the point is reach.
"No other media outlet is able to put a 30-second commercial in front of the "most" of any demographic an advertiser wants in one fell swoop. Sure, there may be fewer of those valuable consumers between the ages of 18 and 49 watching — and fewer still, perhaps, of consumers between 12 and 24 — but there are still more of them watching ‘American Idol,’ ’30 Rock’ or ‘Grey’s Anatomy’ than in most other places," Steinberg writes.