Statistically, the most targeted group in marketing is 15-35 year old
males.They often have a large chunk of disposable income
and they are considered to be more likely to spend it than to save it. It makes sense that advertisers and
television networks would want to have a portion of that income reach them. It does not make sense, however, to do
with utter disregard for the population that is actually likely to watch your network or your programming.
According to Sara Moulton, when the new president of the Food Network came in she wanted to make the network appeal to that new target demographic with young, entertaining shows – not cooking programs. The obvious disconnect here is the fact that the network is called the Food Network; cooking shows are a logical component of the programming. Sara even said that a producer friend of hers was told "No chefs please, and nobody with training" when they were pitching show ideas.
Complaints about the network’s choice of programming and the disappearance of some of the older talents go hand in hard. The network is trying to convince this new demographic to watch their shows at the expense of their other viewers, as it isn’t unlikely that some people want to watch the network to learn how to cook, not see poorly performed stand-up comedy. This loss of what was formerly the core audience of people most likely to watch shows about food will eventually catch up to the network. As one commenter on eGullet mentioned, “they are notoriously fickle and will drop the Food Network the nano-second something more interesting comes along.”
Perhaps the network executives did not give enough weight to this issue. Sara’s show had loyal viewers and repeat viewers are the bread and butter of a network because they are a reliable audience for advertisers. Even if viewers outside the new target of the network lack the statistically disposable income, people who love to cook are more likely to buy into cooking-related advertising than someone who flipped to the network because they think that Giada looks cute in evening wear.
10 More Dirty Restaurant Tricks
5 Things You Didn't Know About Turducken
10 Catchiest Food Jingles We Love to Hate
