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Tod
Sacerdoti wrote about the situation in an
article titled Is
Television Advertising For Old People
on his Online Video Insider blog at MediaPost.com
last week. Sacerdoti noted that the median
age of prime time TV viewers is now close to
51. That means that more than half
of the prime time audience is outside of that
key 18-49 age group that advertisers pay to
reach.
This
aging trend for TV has accelerated dramatically
over the past five years with the median age
going up a full year every year since
2005.
Sacerdoti
wrote, "They are losing their audience,
which will ultimately translate into losing
their revenue and relevance. If they
do not commit to developing a meaningful
audience off television, they will begin
to lose their market capitalization."
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Sacerdoti
added that TV's loss is Google and Apple's
gain. "Companies that own video consumption
platforms that don't involve TV - YouTube,
iPhone, iPad, etc. - are going to
continue to take share from the networks
that primarily reach older people. Young
people are not watching less video, they are
just watching less television. This nuance is
more than important, it is the future of
media," Sacerdoti said. Sacerdoti
concluded by laying out the only solution TV
content owners appear to have for their problem
- "The
audience has moved online, so it's time for
the budgets to follow. Advertisers can no
longer use lack of standards, measurement or
cost of media execution as pretext for avoiding
online advertising. The world has changed
and, unless they want to advertise body spray to
seniors, it is time for advertisers to do the
same." If
advertisers heed that advice, it can only be
good news for those who operate video rich
platforms on the web.
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