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Thekey demographic ortarget demographic is a term in commercial broadcasting that refers to the most desirabledemographic group to a given advertiser. Key demographics vary by outlet, time of day, and programming type, but they are generally composed of individuals who are younger and more affluent than the general public: "Young adult viewers have been TV's target demographic for decades, because they're thought to have less brand loyalty and more disposable income."[1]
TheU.S. Census Bureau is one agency defining the 18–34 age group as young adulthood on surveys.[2]
In the case of television, most key demographic groups consist of adults who are somewhere in age between 18 and 54.[3][4][5]
For example, the key demographic for at leastreality television is women withdisposable income aged 18 to 34,[6] as well asthe WB Television Network ("eighteen to thirty-four-year-old viewers.)"[7] Television programming is tailored to members of its key demographics:[8][9][10][11] "Despite the increase in time-shifting to watch recorded television and shows on the Internet, the use of television as an advertising vehicle is still determined by demographic characteristics or who is watching at what time."[12] The subset of ratings that only includes the key demographic of 18- to 49-year-olds is often referred to as the "key demo".[13] Certainradio formats (especially those dubbed "classic") and television outlets may target persons 35 to 64, who generally have moredisposable income thanmillennials, in part due to thelate 2000s recession, which impeded career opportunities for younger generations.[14]
More interestingly, Colbert's program […]handily defeated Fallon in the age 35–64 demographic that Channel 4 (WIVB-TV) claims has the most money to spend.