Everyone knows that the typical advertisement on the Super Bowl goes for millions of dollars.  And we all wonder why the ads they produce for that money feature children peeing in pools, monkeys farting, and bungee jumping cars.  Those don’t seem like particularly good uses of company funding.

And they aren’t.  They’re commercials targeted to the younger demographic.  And as the Super Bowl itself shows, the younger demographic isn’t where the cash is.  The advertising agencies had better wake up and smell the coffee: older, more conservative audiences are the ones that should be targeted now.

The networks and the NFL get it: we’re getting old as a country.  Seven of the last eight Super Bowl halftime shows have featured Boomer and Gen X icons: Paul McCartney (2005), the Rolling Stones (2006), Prince (2007), Tom Petty and the Heartbreakers (2008), Bruce Springsteen and the E Street Band (2009), The Who (2010), and Madonna (2012)?  Perhaps the under-40 crowd remembers Madonna, but if they do, it’s in a very vague half-sleep state.

And yet America’s commercial advertisers seem to think that the most valuable audience is the 18-49 crowd.  For years, American advertising has been run on the notion that young audiences are more valuable than older audiences; that if you grab a youngster’s brand loyalty early, you’ll grab ‘em for life; and that older audiences are set in their ways.  That’s how so much liberal television has been sneaked past advertising honchos – young people tend to be liberal, and so the honchos figure that liberal television will appeal to the most lucrative demographic.  Even if more older people watch than younger people, the advertisers figure, they need to greenlight young-skewing programs to hit the target demo.

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In 1961, John F Kennedy’s FCC chairman Newton N. Minow gave a speech to the National Association of Broadcasters which is still cited today. You’ll understand why when you read the money quote:

When television is good, nothing–not the theater, not the magazines or newspapers–nothing is better.

But when television is bad, nothing is worse. I invite you to sit down in front of your television set when your station goes on the air and stay there without a book, magazine, newspaper, profit and-loss sheet or rating book to distract you–and keep your eyes glued to that set until the station signs off. I can assure you that you will observe a vast wasteland.

You will see a procession of game shows, violence, audience-participation shows, formula comedies about totally unbelievable families, blood and thunder, mayhem, violence, sadism, murder, western badmen, western good men, private eyes, gangsters, more violence and cartoons. And, endlessly, commercials–many screaming, cajoling and offending. And most of all, boredom. True, you will see a few things you will enjoy. But they will be very, very few. And if you think I exaggerate, try it.

Sound familiar? Aside from the dated reference of station sign offs, this is pretty much what you see today. Except now we have over 200 channels.

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