The ideal television viewer is now in his twenties or thirties, lives in a city, has plenty of disposable income and is highly active on social media so that his or her brand choices influence their peers. He bought a new smartphone in the last 12 months and the next gaming console, he goes to bars and night clubs, spends $400 on video games and $300 on music. He is more likely to do these things than to become a parent, invest in stocks or buy a home.
CBS’s Hawaii Five-O may be highly rated, but it skews to older audiences, which is why it costs $58,000 to advertise on it, while Grimm, which has a smaller audience, charged $82,000. Both shows are about even in the demo, but Grimm’s viewers are valued more. Blue Bloods may have fantastic ratings, but its audience is old, so it’s also down at the $58,000 level.
via CBS, Colbert and Contempt for America | FrontPage Magazine.