Women Are Easy

Why TV Ad Agencies Take Female Viewers For Granted

Still, television targets a median age of 33, though the population's median age is 41. "What's missing from this media equation is the willingness to spend," says Corlett. "People over 50 represent 38 percent of the population and 55 percent of the country's discretionary income." Yet when it comes to the electronic marketplace, they are as undervalued as women. "I think there is a disconnect," says Effron. "Essentially, the industry is scared of change."

Consider last year's most lauded TV ad, Budweiser's talking frogs. Strip away the high-tech animation and the anthropomorphic charm and you've got three guys in a belching contest. An apt metaphor for a sophisticated industry with a primitive heart.

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