Urbanology: Trend Report: TV Network Audience Aging FASTER than Population.

In the past, Television Networks used to ”tune-out” on those viewers over 50, primarily focusing on the bustling 18-49 demographic but as media options multiply, audiences have grown older and so has the network’s selling strategy.

The median age for ABC, CBS, NBC and even Fox is now 51. Television network‘s have aged at twice the rate of general population over the past two decades! The report coming from Baseline Inc., a New York Times company known to be the global authority in verified data for syndicated television, professional film and entertainment industry research.

Steve Sternberg, the researcher leading the study, first started studying the median age of television viewers using Nielsen Co. statistics in 1991. During that time, ABC’s median age was 37 -significantly younger. NBC’s was 42 and Fox was 29. CBS, which traditionally hosted the oldest audience with news-driven programs like “60 Minutes” held down the oldest viewer, 45 year olds. Unlike the early 1990′s, there is no demographic difference between any of the television network’s median age. They all seem to be programming to the same demographic. While the hyper-niche world of cable TV is obvious competition, the networks have taken the position to program to the broadest-based audience possible. A fairly good strategy that has kept them competitive with cable.

David Poltrack, Chief Research Executive for CBS weighs-in stating, “You hear people saying, ‘Your audiences are older now and you don’t have the young people you used to have in the 1980s. I say, Yeah, the U.S. auto companies aren’t controlling 80 percent of the market anymore, either.” Fairly, the networks can’t take credit for all the aging, America’s population over last 20 years has increased from median age 33 in 1990 to 38 in 2009, according to U.S. Census Bureau.

Programming reflects the demographics with shows like “Dancing With the Stars,” with a median audience age of 60 and Fox Television’s “American Idol” whose audience has jumped from 36 to 44 over the past seven seasons, the report said. Advertisers looking for younger potential customers have more options, including the Internet and smaller cable networks. MTV (median age 23), Comedy Central (31), E! Entertainment (34), FX (38) and Bravo (42) are among the networks that have siphoned younger viewers away from broadcasters.

“A young audience has always been the holy grail for networks, but that’s changing, said Alan Wurtzel, research chief at NBC. Not only are more older viewers available, advertisers are starting to recognize that they spend money and are receptive to their messages.” I would have to agree, especially in exclusive categories like luxury, finance, pharmaceuticals and travel. ”If you try to young down your median age, you’re going to be going against gravity, he said. Don’t discount people who are in their 50s and 60s. They buy iPads,” Wurtzel said. “They’re online. The reality is these are the people who have the money.” This point, I find interesting. Undoubtedly, Wurtzel’s 5o and 60 year old targets indeed use technology, primarily to connect with distant family (grandchildren) etc…However, as that demographic continues to rapidly increase its use of technology, at what point will they abandon prime-time television? More importantly, how are the networks planning for that nearing future? Read my article on Social Media Demographics, HERE!

Here’s my 2 cents:

Personally, I’m looking forward to the future with technology driven options and possibilities like Google TV. I am hoping it will revolutionize the entire industry and force content creativity and perhaps user-generated programming – fun! This is one of the clearest signs that the Internet is a formidable competitor to both network television and cable. Read my article on Google TV HERE!

Social networking, YouTube viewing, news reading, MP3 downloading, and email drafting has pulled Americans away from the time-slotted television screen and driven them towards a highly customized web environment. Additionally, the biggest concentration of online and DVR viewers are 25 to 34 years old, the report says. (Apparently, too busy with life to watch TV in real time). While the online/DVR audience for most networks is 10 years younger than their traditional TV audiences, MTV’s DVR audience is actually older than those who watch live.

What I would like to see from the major networks is for them to become retro-cool and bring in the nostalgia. Why not? My age group (we will say mid-thirties to early forties) remembers a time when Saturday morning cartoons was a hit, how about a week long series like “Thornbirds” – “North and South” even “Roots” would grab the multicultural audiences. Invite audiences to “Become a Family again” – trust me, my age-group is nostalgic and remember how meaningful those moments were for our understanding of the world, life and values. But you have to do more than just program, the planning would have to be tight, appropriately introduced and promoted. Start with a strategy to “Evoke” the nostalgia and “Invite” the family-driven audience back. If executed appropriately, we will want to share that same treasured experience with our kids. Advertisers would love it and worse case scenario, it would only strengthen your older demographic.

For more interesting information on network television, Check out The Sternberg Report.