Older audiences for network newscasts may signal the death of the evening news – oh wait, maybe this obituary is already past due for newscasts that cost too much to produce for too little profit for too small an audience. That is a trifecta representing the end of news as we know it.
Audiences are aging and networks have largely failed to capture the attention or loyalty of the younger Gen X, Gen Y, Millenials, Gen R and other audiences. As the network news audience ages the doom and gloom around those once proud organizations becomes more intense.
I’ve heard an internal number at ABC News shows the average World News Tonight audience is 61.3 years old. Public numbers are not as venerable. At that increasing age medical-pharmaceutical and a few other advertisers are about the only ones who will find this audience at all desirable.
It foretells the end of the evening news as we know it today. Is that a bad thing? Is this just another evolutionary step? In the cafeteria era of news, will the end even be noticed?
From TVNewser, “Report: Broadcast TV Aging Faster than the Population.
Broadcast television viewers are getting older at a faster rate than the general population, according to a new report from analyst Steve Sternberg.
The report does not mean that literally, of course, but rather the median age of network TV viewers continues to rise every year, outpacing the general public.
The median age for CBS last season as 55, with ABC at 51 and NBC 49. Fox, which does not have a network news division, was the youngest of the big four at 44 years old.
So what does it mean for broadcast TV news?
For network news divisions, the aging is troubling, but unlikely to affect their economics in the short term. With the proliferation of cable news outlets, broadcasters have already been hit hard, and seen their audiences erode over the last few years…
As a result CBS News and ABC News, which do not have cable networks to prop them up, have been through a series of devastating layoffs and cutbacks.
Because news shows typically sell ads targeting viewers 25-54 years old, it gives them more room to maneuver as the networks continue to age upward. Only CBS has a median age above the key demo.
Longer-term however, it is a troubling prospect. The entertainment programming typically drives most of the profits at the broadcasters, and as they age up and the audiences decline, the profits will get smaller.
Smaller profits means that the network will look for more ways to cut back. Those cutbacks could end up coming from the news divisions, with its already small margins.”