Network audiances trending older

A study by Magna Global USA shows the median age of the major network’s viewers is rising.

From USA Today:

“An annual study by ad buyer Magna Global USA shows the four major networks each had a median age of 40 or more for the first time, meaning half of viewers are older and half younger than that figure.

“In other words, roughly half of its average audience is now older than what it still claims as its core audience,” says the report’s author, analyst Steve Sternberg.

Other findings:

  • The audience for NBC’s Saturday Night Live had a median age of 45, way up from 39 four years earlier. Conan O’Brien’s was at 44, David Letterman’s 51 and Jay Leno’s 52.
  • Cable networks Fox News, Hallmark, CNN and GSN had the oldest viewership, each with a median age of more than 60 in prime time.
  • Viewers of Tyra Banks and Maury Povich were the youngest among syndicated talk shows with a median age of 40. Audiences for Martha Stewart and Chris Matthews were oldest at 57.

About Daniel Davenport

Daniel is a digital media executive with internet and broadcast experience. Daniel is currently the executive strategy director at THINK Interactive.

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