NBC Nightly News Makes New Pitch To Advertisers: Sure Our Viewers Are Older. But They Pay Attention.

by Mark Joyella | 12:07 pm, April 4th, 2011

» 11 comments

Do you watch the network evening news? Does your Dad? NBC’s Nightly News, CBS’ Evening News and ABC’s World News have long battled perceptions–fueled by the kinds of commercials you see if you watch the newscasts–that their audiences are gray-haired and in need of all kinds of pills, potions and goop to keep their teeth in place. But NBC hopes to freshen up its advertising image with a new pitch: sure we have older viewers, but they pay attention, and they’re cheaper to reach with us than with CSI.

“One could argue that, given the long-held perceptions” about evening newscasts, “we haven’t gotten the full value that I think we perhaps should have for ‘Nightly News,’” John Kelly, senior VP of ad sales for NBC News, told AdAge, conceding that drug makers and “personal care” products make up two-thirds of Nightly‘s advertising roster.

The new effort by NBC involves comparing Nightly News to popular primetime shows like CSI and The Closer:

Would any advertiser really want to trade in the scores of viewers between 18 and 34 who tend to watch prime time for the pill-popping crowd marketers tend to believe tune in to the daily evening newscast? Since 30-second spots in the three broadcast network evening news shows run anywhere from $23,000 and $45,000, according to media buyers, that’s less than a quarter of the about $200,000 it costs to run an ad on Fox’s “House” and substantially less than the about $135,000 price tag to run an ad in NBC’s own “30 Rock.” Indeed, some news veterans think the NBC effort makes sense in an industry where technology is scrambling many preconceived notions.

“Sales rubrics that continue to dwell on the simple number of people a particular form of media delivers will be ill-served. With the scattering of audiences to many distribution platforms, the key to successful advertising in the future is demographic,” said Paul Conti, an assistant professor of communication at the College of Saint Rose in Albany, N.Y., and a former longtime news director at NBC affiliate WNYT. “Mass delivery of an advertising message will be effective in mega events like the Super Bowl or the Olympics. With ordinary TV shows or news programs, the more important concept will be the receptivity of the viewers to the message.”

And those loyal, attentive Nightly News viewers will be very receptive to your message, at a much lower cost compared to primetime, NBC argues.

Ad Age, Advertising, Advertising Age, CSI, NBC News, NBC Nightly News, The Closer

The Lantern of Truth

RealRoyalKing says . I don’t watch NBC . I only watch Fox ” News ” to catch their lies and see how Shepard is dressed each evening . Actually I am in the key demo for Wheel of Fortune . When I watch it , I yell ” BIG MONEY ! ” when the wheel spins .
skyfet

Beck and Fox are doing well with the older folks, if its good for the goose, it’s definitely good for the gander.
NOBAMA 2012

N othing
B ut
C rap

Obamabots voted for Obama to prove they’re not prejudiced.
Who will Obamabots vote for next time to prove they’re not stupid.

Only 21 more months ’til we evict the hypocritical, incompetent, Marxist Buffoon & cancel “Amateur Hour” at the White House.

NOBAMA 2012

“Liberalism is just Communism sold by the drink.” P.J.O’Rourke
http://www.facebook.com/people/Ellen-Carey-Rowe/683757018 Ellen Carey Rowe

NOBAMA 2012 said:
Obamabots voted for Obama to prove they’re not prejudiced.

This is a racist remark. Have a nice day. :)
NeoKong

“Sure Our Viewers Are Older. But They Pay Attention.”

That’s because in the nursing home they won’t let you change the channel in the day room.
MrTPar_taY

True Brian but you are a left-wing stooge. Us older folks are tuning you out! LMFAO
NOBAMA 2012

NOBAMA 2012 said:
Obamabots voted for Obama to prove they’re not prejudiced.

Ellen Carey Rowe says:
“This is a racist remark.”

And you, Ellen Carey Rowe, are a race pimp.

But if you want to read some real “racist remarks”…Try these on for size…

“…I will stand with them [Muslims and Arabic Immigrants in USA] should the political winds shift in an ugly direction.”

“I ceased to advertise my mother’s race at the age of 12 or 13, when I began to suspect that by doing so I was ingratiating myself to whites.”

“That hate hadn’t gone away,’ he wrote, ‘blaming’ white people — some cruel, some ignorant, sometimes a single face, sometimes just a faceless image of a system claiming power over our lives.”

“There was something about him that made me wary, a little too sure of himself, maybe. And white…”

“It remained necessary to prove which side you were on, to show your loyalty to the black masses, to strike out and name names.”

While in college, he wrote (he) disapproved of what he called other “half-breeds” who gravitated toward whites instead of blacks.

Author: BARACK HUSSEIN OBAMA

The Democrat party has a very long history of bigots going all the way back to the formation of the terrorist arm of the Democrat party, the Ku Klux Klan to F.D.R, Hugo Black, Truman, Senator Robert Byrd, Senator Ernest Hollings, LBJ and Hillary Clinton.

History reveals that the GOP was formed in 1854 to abolish slavery and challenge other racist legislative acts initiated by the Democrat Party.

Congressional records show that Democrats were opposed to passing the following laws that were introduced by Republicans to achieve civil rights for African Americans:

Civil Rights Act 1866
Reconstruction Act of 1867
Freedman Bureau Extension Act of 1866
Enforcement Act of 1870
Force Act of 1871
Ku Klux Klan Act of 1871
Civil Rights Act of 1875
Civil Rights Act of 1957
Civil Rights Act of 1960

And during the 60′s many Democrats fought hard to defeat the

1964 Civil Rights Act
1965 Voting Rights Acts
1972 Equal Employment Opportunity Act

Court records shows that it was the Democrats that supported the Dred Scott Decision. The decision classified Blacks and property rather than people. It was also the racist Jim Crow practices initiated by Democrats that brought about the two landmark cases of Plessy v Ferguson and Brown v. The Board of Education.

And if not for the GOP the Civil Rights Act & the Voting Rights Act among others, WOULD NOT HAVE PASSED CONGRESS.

You Liberals are gonna have to come up with some other smear because calling ANYONE “racist” won’t fly ’round here anymore. Pot…kettle comes to mind…

NOBAMA 2012

“Liberalism is just Communism sold by the drink.” P.J.O’Rourke
Tedderman

Really, you’re going to quote P.J. O’Dork? That guy’s a joke that’s as funny a a bloody hemorrhoid. The story Obama tells is one of evolution, his own. From his youth and the beliefs he held then, to the man he grew into. Those of us who voted for him know what a fine man he’s become and will continue to be. It is for that reason I will have no hesitation when I again vote for him next year.
Tedderman

Oh, and by the way, though I fit the demographic and watch NBC News nightly, I switch over to MSNBC Live during the commercials.
However I do occasionally catch one of the NBC commercials and recently saw one that said “you should ask your doctor if you’re healthy enough for sex.” So I did, I said, Doc, am I healthy enough for sex? He said, “why, what do you have in mind?” It was then I realized I didnt know the good doctor like I thought.
X-3

Wait just a darned minute! I thought it was Fox whose viewers are all old fogeys. Hmph!
X-3

NOBAMA 2012 said:
And you, Ellen Carey Rowe, are a race pimp.

Don’t confuse her with too many facts; you’ll give her a nosebleed.