You got older, hydro fans, and 55-plus isn’t the demographic sought by TV advertisers. Want a return to live broadcasting by KIRO of the Seafair race? Get a local corporate underwriter.
You got old, Seattle hydro fans.
For the first time in 66 years, all you had this past Sunday was a 1 ½-hour recap that evening on KIRO.
You want a return to live TV coverage of the Seafair race?
Better invent a time machine so you can get back into the magic 25-54 demographics coveted by advertisers. If you remember the days when the sport was such an integral of Seattle that kids would cut toy hydroplanes from plywood and drag them behind their bicycles, well …
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Argue all you want that you still buy brand-new cars, that you still shop for appliances, that you have more money in savings than some millennials. It apparently doesn’t much matter to advertising buyers.
According to Forbes magazine, baby boomers “are the most neglected wealthy people in the history of marketing.”
KIRO and social media have been flooded with complaints. Those 55-plus types do know how to post on Facebook.
Says Greg Bilte, KIRO general manager, “If we went back to live, we would need help from a major Seattle sponsor, like Boeing. We would have to have help underwriting it.”
Let’s take a look at the ratings for the Albert Lee Cup recap that ran from 6:30 p.m. to 8 p.m. on KIRO. According to the Nielsen Company, it came in third in the 25-54 demo, with 20,000 watching. Number One was ABC’s “America’s Funniest Home Videos,” with 25,000 in that age group watching.
If those audience numbers seem small for a first- or third-place finish, then that’s another mark of your 55-plus age. You remember a time when only four or five broadcast channels were available.
“We’re in a 500-channel universe,” Bilte says.
He says the ratings numbers that mean more are those that include all members in a household — that’s anybody over age 2, and especially you 55-plusers.
Now the audience for the Albert Lee Cup recap goes to 90,000, putting it in second place, with NBC News first, at 99,000.
“I spent a lot of time walking around, looking around at everybody,” says Bilte about visiting Sunday’s hydro race. “It’s a very traditional Seattle audience, mostly of people who have been here all their lives.”
He says he’s…