[quote name=\'narzo\' post=\'205745\' date=\'Jan 8 2009, 12:58 AM\']
I love the show, like many of you, but a look at the demo's does show why CBS is doing this.
I just read in one of the business columns that the only demo with disposable income is the 18-24s. The concern among the advertisers is the older demos (that now starts with the 25+'s) all have mortgages and are therefore not spending. The ad agencies and the advertisers are not putting money into shows where their spot will be seen by people who might like the product but have no disposable income to spend on it. Honestly as a former "ad man" I can see the it being a tough sell. It's all the economy folks.
If this were 5 years, hell even 2 years earlier the concern would have been nominal. Today if you aren't going to hit the 18-24's, good luck to you.
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This is the sort of absolute bullshit that makes me crazy. First of all, most 25-year-olds don't own houses -- and if they do, they're now trying to sell them because they can't afford the payments anymore. (I know a couple who are both in the mortgage business who bought a five-bedroom house two and a half years ago that now need to sell.) This is especially true in urban/suburban areas. I know we're not a true cross section of America here, but how many of us own and how many of us rent? (We bought our house -- our first house -- when I was 42, boys and girls.) Also, many adults just out of college aren't spending because they have student loans to pay off (and credit card debt -- already! -- accrued during college).
Secondly, it's primarily the 55s and above who do have the disposable income -- they've paid off the houses, they're close to retirement if they're not there already, and they've put away the money they needed to (unlike the tail end of the baby boomers, Gen X, and Gen Y, who are spending more than they make -- the overall savings rate in 2007 was -1 percent).
Okay. I don't think the game's format was great, the segments I saw had some lousy celebrities (of course, so did the older versions of Password and Pyramid -- what Robert Pine was to Password Plus, Valerie Bertinelli was to The $20,000 Pyramid), and certainly, if they were looking for 22-year-old viewers, then a 77-year-old wasn't the best choice to host. At least these issues can be fixed. Chasing after an audience based on incorrect assumptions -- that's a lot harder.