Is "American Idol" a Discriminating Voice? Professor David J. Demko, PhD AgeVenture News Service (01-24-03) The hit TV show, "American Idol" recruits singers who represent the audience that FOX News is trying to attract. Why? Big advertising rates mean big money. Gen-X marketing mavens are searching TV Land seeking out opportunities to capture the attention of America's big-spending 18-24 year olds. Gen-Xers tune into American Idol, big time. Not everyone agrees with TV Lands' mercenary ways. "Older people are a big market of discretionary spenders, so why do TV advertisers ignore us?" That's the hue and cry from many older, as in 50-plus, people in America. Well, you don't need to work your brain into a mental hernia trying to search for the answer to that question. The older adult market is already captive. So, you don't need to chase a train that you've already caught. Get the picture. Older people do, and plenty of it. Television pictures, that is. Older people watch more television than any other age group. What else is there to do when you no longer work, the dog's dead, and your kids don't call? Besides, research dating back to the 1970's (Davis, USC) indicates that older adults often use television to benchmark their days. Many identify actors as surrogate family who offer intimate details of their televised lives. So, as far as television goes, advertisers feel they've got the older market covered. Over and over and over again, as older people watch and watch. Gen-Xers, on the other hand, are abandoning television for the Internet, video games, CD head phones, and anything else that distracts them from the cruel reality of their limbo-life existing somewhere between not-yet-an-adult and not-exactly-a-kid-either. Every time Gen-Xers want to act like an adult, parents say "you're not old enough", and every time Gen-Xers act like a kid, they get told to "grow up already". No wonder being an 18-24 year old these days can make you feel like a schizophrenic. There are some TV programs that Gen-Xers do watch. And, advertising revenue on those programs are sky-rocketing because Gen-Xers have billions to spend. So marketers love to advertise on Gen-X-friendly programs. You know the programs. The ones where you do not see ads for killing arthritis pain, beating constipation, or "I don't just don't work for the Hair Club, I'm a member". These television explorations into the hearts and minds big-spending Gen-Xers are not necessarily cold-hearted profiteering. For example, the next time your 50-plus parents and grandparents are tuning into re-runs of "Murder She Wrote" or "Matlock", consider the fact that Gen-X revenues generated by television advertising may be the reason some stations can keep the older shows on the air. Television targets unique groups. We all get served, or ignored, in some way or another. Common sense tells us why. In my opinion, watching a 50-year-old pitch their vocal talents on American Idol sounds more like the "Gong Show". I sure wouldn't tune in, and I wouldn't be surprised is millions of Gen-X viewers would either. There go those advertising revenues right out the window. Enter the age of Network Television a la "PBS" beg-a-thon for donated dollars to underwrite programming. Who wants that. No one. Except maybe someone that wants to sing onTV while he can still stand upright on his own power. By the way, no commercial breaks from our sponsor any more. Reason? There aren't any. Read more AgeVenture Headlines. Read more lifestyle features in AgeVenture Lifestyles. AgeVenture News Service, www.demko.com BACK TO TOP