TV networks embrace their aging audience with a new mantra: Age doesn’t matter

With viewers in their 60s, networks aren’t pretending to have youth appeal; they’re touting the virtues of older audiences


When executives at Warner Bros. Discovery took the stage at Madison Square Garden last week to give their annual pitch to advertisers, they boasted about who watches their cable TV channels. 

Warner, owner of TNT, TBS, CNN, Food Network and HGTV, draws a “broad audience” of “desirable and unique viewers,” said top cable networks executive Kathleen Finch. She said Warner offers advertisers “an unparalleled way to reach consumers in a trusted environment.”

One thing she didn’t dwell on: how old the TV viewers are.

For years, media executives built their pitches to advertisers around the idea that they could reach younger audiences, with viewers 18 to 49 years old drawing a big premium and those 25 to 54 offering the greatest appeal to news advertisers.

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