NBC to Advertisers, Target Older People on CNBC, Other ‘Gray’ Skewing Networks
This is such a tough one for advertisers. Maybe NBC can do what CBS tried for many years and that is to convince those in the advertising community that people over 50 years of age still react to advertising on television.
'Mad Money with Jim Cramer' on CNBC
Good luck. We tried it at CBS many years ago with very limited success. This is a tough one.
For many years advertisers always focused on the 18 to 49 year old age group since this part of our society are the key focus for action when they see an ad on television. So most networks, like CBS way back when, tried to explain one simple thing to advertisers.
People don’t stop buying products once they turn 50. Part true and part false.
NBC is not happy that brands like Apple, Droid and Bing don’t advertise on CNBC. And NBC wants some of the millions of dollars being spent elsewhere rather than their 24 hour business network.
Good luck. Cause I agree with that decision by advertisers.
NBC calls the 55 to 64 year old age group as ‘AlphaBoomers’ which is a pretty cool name for the population ignored by tech advertisers. Quite frankly I don’t know anyone 60 years of age headed out to the local AT&T store to look at the new Apple Iphone, do you?
And they always come up with these buzz words to label people. Better be some real foundation behind it.
Anyway for many years the ‘gray’ network over at CBS tried but failed to convince advertisers that people don’t stop spending money one they hit a certain age. Truth is they just get smarter about it and are more stingy about what they spend, where they spend it and how they spend their money.
Then the ask “just how much is this really worth and do I really need this?”
Younger people live and sleep with new technology and will spend money without thinking about it so they are a much more lucrative target for advertisers like Apple, Droid and Bing.
Sorry NBC. I would like to think there’s a chance here but this one is going to be difficult. And not a new story. Tried already. Wish you luck.
Don’t expect to see too many ads for those advertisers on CNBC. Maybe they should try to get more dollars from advertisers who really want that age group. In the real world there are always strategies for sales people to increase how much an advertiser spends on a network rather than trying to get money from the tech category that really and truly sees no value in old people.
Sorry. Just being for real.
Rick Thomas
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