Well, this news could help redefine networks’ target audience – at least a little. The Chicago Tribune reports that TV viewers are aging as a whole.

A recent study by former Magna Global says the average median age of live viewers for the five major broadcast networks is 51. Ten years ago, the median age was 43.

"While CBS's average median age remains over 50, ABC has aged up to hit 50 for the first time, and NBC has been hovering close to 50 for a few years now," wrote former Magna Global executive vice president Steve Sternberg, in his final report.

"And with [Jay] Leno taking over the Monday-Friday 10 p.m. [Eastern] timeslots next season, it will be hard-pressed not to surpass 50 as well."

It seems as if ABC, NBC and CBS saw the trend coming: 10 years ago they eased from programming for kids and teens (with the exception of reality shows like American Idol), and those audiences have scuttled away. 

Plus, the television landscape is filled with more procedural dramas (typically geared to older audiences) and fewer comedies (typically geared to younger audiences).

For its part, Fox has aged considerably. The percentage of teenagers who watch the network has fallen from 12 per cent in 2004 to 8 per cent in 2008; the percentage of viewers aged between 50 and 64 has surged from 18 per cent in 2004 to 26 per cent in 2008.

Meanwhile, major cable networks are tending towards younger viewers. The median age of TBS’s viewers is 35, down from 38 two years ago, while FX is on an even keel, at 37.

Fox News still has the most older viewers, with a median age of over 65, followed by CNBC, GSN, Hallmark and Golf Channel.
 
But the study also found that younger viewers tend to use their DVRs more – ABC, CBS and NBC’s DVR audience is 10 years younger, while Fox’s audience is  seven years younger and CW’s audience is two years younger.


Here's a roundup of the median ages of live viewers for the 2008-09 TV season.

CBS: 55 (54 with DVR) 
ABC: 51 (50 with DVR)
NBC: 49 (47 with DVR)
Fox: 46 (44 with DVR)
CW: 34 (33 with DVR)

Networks’ youngest- and oldest-skewing shows
ABC
Youngest: Scrubs (median age 39)
Oldest: Dancing With the Stars (56).

CBS
Youngest: How I Met Your Mother (45)
Oldest: 60 Minutes (60)

NBC
Youngest: The Office (35)
Oldest: Law and Order: Criminal Intent (59)

Fox
Youngest: Family Guy (29)
Oldest: Are You Smarter Than a 5th Grader (57)

CW
Youngest: One Tree Hill (27)
Oldest: Supernatural (39)

melissa@tvguide.ca

 

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