NETWORK AUDIENCES GROWING OLDER, SAYS STUDY

Although network executives continue to maintain that they’re constructing their schedules to appeal primarily to younger viewers, a new study by analyst Steve Sternberg suggests that in actual practice, they’re doing just the opposite. As reported in today’s (Wednesday) Hollywood Reporter, the study notes that while comedies generally draw the youngest viewers, their number on all the broadcast networks has fallen to 20 from 45 in 1999. And while procedural dramas draw the oldest viewers, their number has increased to 20 from five ten years ago. The result is that in the past year alone, the average age of a CBS viewer has risen to 55 from 52 ten years ago; an ABC viewer is now 51 versus 43 in 2000; An average NBC viewer is now 49, compared to 45 ten years ago; and a Fox viewer is now 44 versus 35.