Saturday, April 16, 2011

What If Age and Sex Didn't Matter?

Never imagined this question would have an answer in my lifetime, but we may find out soon enough. Marty Kaplan writes that the emperor of TV advertising pricing has no clothes. How erroneous are the Nielsens? "Essentially invalid. No link," said CBS Chief Research guru, David Poltrack. Continuing reliance on the coveted 18-34 age group will be anathema to marketeers. About damn time! Now we'll be in for a bunch of cluster, um, taste and behavior psychographics, but I'll take that shift. It is not possible to ignore the boomer bubble, and now there's money involved. As I wrote before, those who marketed to the purchasing preemies are in for a rude awakening right fast. Not just TV, but movie money will redirect. Boomer bucks. Stay tuned.

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