Why Aren't Networks Producing More TV Programming for Older Audiences?

Despite a significant demographic of senior citizens in the United States, television networks seem to be overlooking this market. Why are they not producing more content aimed at older audiences? In this article, we explore the reasons behind this trend and highlight the potential missed opportunities.

Why Networks Aren't Investing Enough in Senior-Centric Programming

One of the primary reasons networks fail to invest in programming for senior citizens is a lack of funding. Unlike the younger demographics, such as kids aged 6 to 16 or young adults aged 18 to 45, networks do not perceive senior citizens as potential high spenders. These younger groups are seen as more lucrative targets due to their higher purchasing power and frequency of consumer spending.

The Target Demographics of TV Networks

TV networks focus on two main demographic groups: younger audiences and young adults. Younger audiences aged 6 to 16 are influential in their consumption habits, often persuading their parents to buy toys, clothes, shoes, and consumer goods. Young adults aged 18 to 45 are considered the most profitable as they:

Purchase the most products, from clothes and cosmetics to cars and financial services. Regularly go out to eat. Invest in financial services and other financial products. Consume a wide range of products and services, making them a valuable target audience.

A Case Study: "Harry's Law" as a Subtle Approach to Older Audiences

Consider the 2011-2012 NBC series, "Harry's Law." This show targeted a senior-friendly audience with its legal drama storyline, but the concept cleverly integrated elements that appealed to a younger audience through the fashion aspect of the show. Lisa Edelstein, who starred as Harriet "Harry" Korn, a recently fired patent lawyer, opened a criminal defense law practice in a disadvantaged area of Cincinnati, Ohio.

Harry's venture began in an abandoned shoe store, which served as both her law practice and a shoe business, allowing the show to strike a subtle chord with both older viewers and fashion enthusiasts. Season two saw a shift, with the law practice moving upstairs and the shoe business being downplayed, but despite these changes, the ratings remained high.

The Missteps of NBC

The cancellation of "Harry's Law" remains a mystery, especially considering its significant viewership. Despite being the highest-rated series for NBC at the time, the show was abruptly cancelled, weighing heavily on viewers and critics alike. This decision was a clear indication of the network's failure to recognize and target its actual audience.

NBC made the mistake of focusing on the wrong demographic. While the initial target was senior citizens, the actual audience was younger, with over 40% being individuals over 40, a larger group than any other demographic watching the network's other programming. Instead of adjusting their marketing strategy and commercials to suit their actual audience, NBC chose to pivot, resulting in the cancellation of the show.

Conclusion

While networks continue to ignore the vast potential of the senior citizen market, it is clear that there are missed opportunities for both content and profitability. Understanding and targeting the right audience can lead to success, as demonstrated by the popularity of "Harry's Law." Networks must recognize the value of this demographic and adapt their strategies to attract and retain a broader range of viewers.