May 23, 2011

As daytime TV gets ready for the exit of Queen Oprah, daytime television is facing an unprecedented change. First, baby boomers (people born between 1946 and 1964) are “aging out” of daytime’s target audience — women 25 years old to 54 years old. So daytime needs to attract a new generation. More importantly, according to Hilary Estey McLoughlin, president of Telepictures Productions, while daytime numbers remain consistent, the frequency of viewing has gone down. Women used to watch a daytime show 3-4 times a week but now watch 1-2 times a week. What is the marketing lesson here? If you advertise on daytime TV you need to increase frequency to maintain your impact. But the bigger lesson: a target audience is never static. Your market ages, their habits change, so you need to be constantly looking for new markets.

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