...The data confirmed what other smaller studies have shown in the past, according to Mr. Poltrack: "There is no link, none, between the age of the specified demographic delivery of the campaign and the sales generated by that campaign." ...It will be interesting to see how this information changes the way television sells advertising and how corporations decide where to buy. And will any of that filter over to the film industry or will it be forever obsessed with young teenage boys. Um, wait - that didn't come out right....
Looking at snack foods, only three among the dozens of TV shows most watched by "heavy snacking households" also appear on the list of top shows among viewers aged 18-49, Mr. Poltrack said during his talk, "yet many of the advertisers in this category buy based on age demographics." ...
Mr. Poltrack added that reliance on the 18 to 49 demographic is hazardous to all media and marketers, partly because it doesn't strongly correlate with purchases and partly because it's declining fast. That group's share of U.S. population declined from 62% to 57% between 2002 and last year, he said, and will drop another two points to 55% by 2016.
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