Sunday, March 16, 2008
CBS: Count The Baby Boomers
You'll notice the Jericho Countdown to Season 2 Finale widget in the left sidebar. Yes, less than 2 weeks to go and not a peep out of CBS.
"We are amused when visitors write to us ask what effect the boomers are having on the economy. Folks, in 2008, the economy IS the boomers! We represent the vast majority of the work force. There are 76 million of us; we ARE the economy. (That is not bragging; that is just a statistical reality.) The huge growth in the economy since the 90s was due in no small part to 76 million of us working up to our peak earning and spending years. What are we spending our money on? Other than Metallica CDs and movies aimed at 15 year-olds, whatever is being sold... we are buying it. (And, in fact, we are paying for most of those Metallica CDs and movie tickets, as well.) What kind of cars are we buying? What kind are Detroit and Japan selling? We ARE the upper end of the automobile market. What explains the explosion in the popularity of SUVs? We do. Where do we go on vacation? Everywhere. How do we get there? Every way possible."
Hey, CBS, there are a lot of baby boomers. We'll soon outnumber the 18-49 crowd so what will the networks want then
You'll be begging us to watch but we'll remember how you didn't want us.
"This age-bias shows no signs of diminishing in Hollywood. But if network programmers were really smart about gearing shows to the 50-plus crowd -- and convincing the Nielsen people and advertisers to follow along -- they'd get themselves busy right now. Baby Boomers -- the first people raised on television -- are about to turn 50, creating the biggest viewing block shift in decades.
Were all those ads marketed to Baby Boomers yesterday's news? The vaunted buying power of this group now just sheer myth? Do they overnight become inconsequential just because they don't fit into the 18-49 demographic? The most product-conscious consumers of all time won't be allowed into the exclusive TV club?
Television has always been slow to reinvent itself. It hates to change its long-held views, its governing procedures -- everything. So right now, if you're 50, you're powerless. You're undesirable. You're invisible. But hang in there. In the not too distant future, you might be able to revolutionize an old dinosaur."