Television is losing its largest viewing audience - ages 50+

USA Today (Society for the Advancement of Education), May, 1997 by Frank Conaway

Americans over the age of 50 are beginning to tune out because programming is too violent, vulgar' boring, youth-oriented, and insulting to their intelligence.

A study conducted by the Primelife Advisory Network (PLAN) concluded that today's television programming offers little to the segment of the population that watches, according to Nielsen Media Research, more TV per week than any other demographic group. This segment views a median of three hours of television a day, compared to 2.8 hours among all adults.

The study should be a wake-up call for those who control television programming, especially advertisers. Not only do these consumers watch the most television, they also control 77% of the nation's assets, have higher discretionary income than any other population segment, and will grow twice as fast as the total U.S. population in the next decade.

The population segment in question is the mature market, individuals age 50 or older. It is a group that grew up with the advent of television and the explosion of advertising, is extremely savvy and discerning, and will not be willing to continue investing time in poor or distasteful TV programming.

The purpose of the PLAN survey was to identify program topics that would appeal to the mature market, as well as current programming that is of no interest or value to them. Obviously, not all network programming is intended for adults age 50 and older. In fact, most network programming is not aimed at that audience. That explains why more and more mature viewers are seeking alternatives such as cable television for quality programs and entertainment.

The survey was conducted by PLAN, a volunteer group of mature Americans with more than 1,300 members nationwide. Its primary goal is to affect positive change in the way mature adults are portrayed in the media and the advertising and entertainment industries. PLAN works with companies to provide input on their advertising and marketing efforts and materials, as well as to critique product design and packaging and assist in developing new marketing strategies.

The research study was conducted through a six-page mail survey, which solicited information and opinions from members in 31 states. More than 315 members participated. The average age was 61, and 71% were female.

Overwhelmingly, respondents expressed dissatisfaction with the amount of violence, sex, and vulgar language on television. Many felt today's programming was "boring" and "insults one's intelligence." Over 77% indicated they would watch a television station devoted to the active lifestyles of mature individuals. A few of the comments made by PLAN members included:

* "Most shows are aimed at youth. Television is boring for us. We need intellectual stimulation."

* "I get tired of ads and programs slanted toward youth. There are many more of us experienced (notice I didn't say old) people around, and we need our own programming."

* "So much stuff on television now is embarrassing and insults one's intelligence."

* "I'm tired of bad soaps and bad talk; shows."

* "I loathe the talk shows featuring the problems of dysfunctional people."

* "I am bored and disgusted with the majority of talk shows and daytime serials. We have all the sensationalism we need."

Many of the respondents felt television programs were fuming to sensationalistic tactics to try and create an audience, concentrating more on shocking viewers than entertaining them. Is this working, especially in a society that is aging; one that indicates, politically and socially, a swing back to conservatism?

Even more importantly, will this affect the purchase, behaviors of the mature market? It seems so, according to one PLAN member, Betty Vickery, of Seattle, Wash. "Over my life, I've watched, television programming deteriorate terribly, mostly because of the sex, violence, and lack of plot and story lines. In fact, I lose interest before get to the first advertisement. I also don't buy products that are advertised on a show that makes me feel foolish just for watching it, even if I currently buy it. It's my way of getting even for the stupidity of the program and the advertisers."

Some of the most successful (and longest-running) shows of all time--including "The Golden Girls," "Murder, She Wrote," and "60 Minutes"--commanded a significant mature market viewership. In fact, the most popular older-skewing shows deliver more total adult viewers, and more affluent ones, than do younger-skewing shows. For example. "Murder. She Wrote" rated in the top 10 for nine of the 11 seasons it was on the air. Although it often drew higher ratings than ABC's Lois and Clark: The New Adventures of Superman," the latter earned more ad revenue because its appeal to 18-49-year-olds means higher advertising rates, according to The New York Times.

"Murder, She Wrote," "Jeopardy!" "Wheel of Fortune," "60 Minutes," "20/20," "Dateline," "Oprah," and "Meet the Press" were the most often cited programs preferred by the PLAN group. The Discovery Channel, PBS, and The Learning Channel were the most often mentioned networks. These shows and channels offer entertainment without "trash" and information and intellectual stimulation without sensationalism.