- Joined
- Feb 27, 2012
You mentioned 18-49 demographic. What was the ratings in 50+ demographics? I am sure by my observations that the main figure skating audience is in that range and I don't know why it was ignored. The world doesn't have to be entirely decided by youth. We have some numbers too.
The article doesn't mention the ratings for the 50+ demographic, merely stating the 18-49 demographic is "the most important group to advertisers." I agree with you that the ratings would be higher for the 50+ demo, and that people in the 50+ demographics have a lot of money. But Businessweek is by definition a business magazine, and their knowledge of the importance of specific demographic groups can't be discounted.
Whether we like it or not, the reality is that TV advertisers care most about the younger demographics. Their decisions whether/when to buy advertising usually depend on whether younger viewers will tune in. And the TV networks will not broadcast figure skating unless they can attract advertisers for those time slots. Thus the importance of sponsors for U.S. skating such as Hilton, Puffs, Smuckers, etc.
(Would love for someone who works in the advertising industry to weigh in here. Although some older people have money to spend, advertisers much prefer the younger demographics, AFAIK.)
They have money, time and passion. And they come in numbers too. I don't understand why they are completely omitted the studies.
It's not that Nielsen numbers aren't available for the older demographics. The Businessweek reporter chose not to cite them.
Figure skating needs some stars that captivate the audience and make people want to go back and see that person again and again. I think Jason is a start whether it's his Riverdance, his ponytail, or his exhuberance on the ice. ... My son is a rugby player. Figure skating is not on his radar. But he did watch the Nats because I was there in Boston. He had some interesting comments to make but the only skater he really remembers is..............Jason!
In terms of personality, Jason is way ahead of the U.S. ladies. He's got the natural "it" factor -- which I have not detected in the umpteen promos, fluff pieces, etc., that I have seen featuring the U.S. ladies (excluding Edmunds).