M
Miss Tickle
Guest
No offence to anyone over 55 but the simple fact is that your spending becomes more habitual and therefore that makes you less attractive and less valuable to advertisers. Under 55's (and yes this is a bit of generalisation - but it's how the money is spent so like it or lump it) are far more valuable to advertisers.
So a program can have 5million seniors watching, but the advertisers will spend more money advertising to a show that gets 200k under 55's watching. This is why a show like Big Brother can still make money even though it's total people ratings are low (because Australia has a high 55+ demo).
bleachy_dude, sorry to correct you, but, in the global marketing world, the most valuable marketing opinion of all, is a woman in her fifties, closely followed by women in their forties and then men who have retired (for some strange reason, retired men suddenly become interested in shopping and advertisements). Advertisers want their opinion more than any other.... so, advertisers would never disregard them.
Station programmers on the other hand, do not possess such intricate understanding of the human mind. They tend to still put enormous faith in 'ratings', which were never accurate. To understand how ratings were achieved, you need to realise it always depends on honesty and vigilance from the people who have a 'ratings monitor' in their houses. It is nothing more than a box that is plugged into the TV with a designated number for each person who lives the house. The number correlates to previously gathered data - age, income etc. Each person is supposed to log on or off, even if only for a few minutes, every time they look at a TV screen. Each monitor is supposed to be representative of the viewing habits of a large percentage of the population. If the viewer is not turning on/off, there is no chance of knowing who is or isn't watching. When people fall asleep in front of the TV, they are showing up as a positive rating on a show. People who don't log on, and watch TV for hours are not being counted in the numbers. Remembering that each individual is representative of tens of thousands of other viewers in that same age/income/lifestyle group, it makes a huge difference if they log on or not.
Also, the figures are never accurate because it doesn't account for people who watch a show on a live computer based TV connection, or those who watch a show on a computer once it has been uploaded to the channel's website. These two groups are the younger viewers, thus the 'ratings' are not accurate.