The final nail in the 30-second spot’s coffin?
April 30, 2008 by Olivier Blanchard
We’re all too familiar with the ultimate contradiction in the 30-second spot game – as every year goes by, we seem to be paying more for less. It makes no sense that as viewers continue to fragment to cable, favor video production over consumption or just switch to alternatives from DVD viewing to gaming, somehow marketers are conned into continuing to invest in the cluttered swill of wastage that is continually suffocating the last bit of life in the dying field of creativity.
According to Mediaweek, viewers aged 18-49 for network syndicated spots, viewership has gone DOWN by an average of 12% and some as much as 21% over last year. That equates to about 3 million viewers on average. But Media Agencies are still trying to use scare tactics on advertisers, boasting the fact that ad spots that are not locked in already will cost 30-40% more over last year.
Hat tip: Lori-Laurent Smith
…but wait, there’s less!
I opened up my USA Today in my hotel room and looked at the latest Prime Time Nielsen ratings. Last week American Idol, the network’s top rated program pulled in 24.7 and 23.2 million viewers for its Tuesday and Wednesday showings respectively.
And here’s the kicker: there’s another box which breaks down viewers 18-49 (didn’t it used to be 24-39? I’m sure these numbers would be worse) and has the same AI numbers at 11.9 and 11.3 million respectively.
In other words, 52% of American Idol viewers are 50 and older??? I’m obviously assuming that a significant chunk of this viewership is 17 and younger…but I’m curious, to what extent do Nielsen numbers cover 17 and under? Irrespective, is it even possible that such a large percentage of viewers of the most watched program are outside of the (inflated) “coveted” demographic?
Read the whole post here.
Media agencies: You might want to rethink your gameplan. That singing you’re hearing off in the distance, that’s the fat lady singing your lullaby.