The Sun-Herald

The Tribal Mind: Television becomes an antiques roadshow

by David Dale
What a sweet revenge for the over 55s. Once spurned and ignored by the commercial stations -- "Let them watch the ABC," was the attitude -- they have now become the powerbrokers. Their tastes will determine which network wins this year and gets the most advertising in 2009.

Not long ago Channel Ten used to put out press releases boasting how certain programs were "shedding" older viewers, while Nine and Seven proudly declared their target audience to be viewers aged 25-54. There's none of that talk now.

The oldies are golden, and not just because there are more of them. It's also because they're the first ones back into their cocoons as uncertainty grows about the economy (see last week's column). And once they've pulled up the drawbridge, the over-55s are more likely to watch the box than the under 40s, who have other distractions.

For a vision of the future of Australian television, look at the favourite shows of each age group last week. In particular, compare the audience totals across the mainland capitals ...

Shows most watched by viewers over 55: Seven news 849,000 viewers in this age group; ABC news 804,000; Wild China (ABC) 727, 000; Today Tonight (7) 701,000; Sea Patrol (7) 699,000; Silent Witness (ABC) 697,000; Australia's Got Talent (7) 692,000; Border Security repeat (7) 652,000; The Einstein Factor (ABC) 649,000; Nine news 642,000; CSI (9) 633,000; Australian Story (ABC) 633,000; Better Homes and Gardens (7) 629,000; Domestic Blitz (9) 617,000.

Shows most watched by viewers aged 16-39: The Simpsons (10) 562,000 viewers in this age group; Grey's Anatomy (7) 555,000; NCIS (10) 548,000; Desperate Housewives (7) 533,000; 60 Minutes (9) 487,000; My Name is Earl (7) 486,000; The New Futurama (10) 483,000; How I Met Your Mother (7) 479,000; Rove (10) 465,000; Good News Week (10) 457,000; Ramsay's Kitchen Nightmares (9) 455,000; The Gruen Transfer (ABC) 455,000; Brothers and Sisters (7) 450,000.

You can see why the oldies are so much more attractive to the networks as a target audience than the groovers. Between 6pm and 10.30pm each night, an average of 1.821 million viewers over 55 watch television (up 3.5 per cent on last year), compared with an average of 1.397 million viewers aged 16 to 39 (down 1 per cent on last year).

Clearly there's not much common ground between the age groups. Best to target the niche with the numbers, so Nine and Seven will need to "skew older" if they are to win the year. Expect comfy crime shows set in English villages; quirky quiz shows hosted by former ABC personalities; deserving documentaries about Asian animals and adventurous Australians; and gardening guides filmed in the beautiful backyards of Lisa McCune and Dannii Minogue, who are the current queens of the senior screen (one remembered from Blue Heelers, the other from Young Talent Time).

The only hope for diversity lies with the niche we haven't dissected yet -- viewers aged 25-54. They'll be next Monday's topic.

Go to Comments to tell us what you think of the geriatrics' dominance of the box.

David Dale is the author of Who We Are -- A snapshot of Australia today (Allen and Unwin). To discuss Australian attitudes, go to http://blogs.sunherald.com.au/whoweare.