TV audiences are growing older
The networks still preach adults 18-49, but the Big Three are all expected to post median ages above 50 this fall -- with Fox not too far behind. According to a recent study by former Magna Global EVP Steve Sternberg, the broadcast networks as a whole have once again grown older than ever. The five broadcast nets' average live median age this year -- in other words, not counting DVR usage -- was 51. That's a whopping 8-year uptick from 10 years ago, when the nets' median age was 43. In comparison, the median age of TV households has grown much less from 1998-1999 to 2008-2009, to 38 from 36. On the cable side, major nets haven't experienced the same problem -- and some have actually seen their median ages decline in recent years. If there was any silver lining for the nets, it's that DVR usage attracted a much younger audience, helping temper their shows' median ages somewhat. According to Sternberg, even though the nets' live median age now averages out at 51, their combined median age plummets to just 40 during DVR playback.