The Food Network's new demographic

by Nicole Weston, Posted Feb 23rd 2006 @ 1:59PM

food network logo 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.

Filed Under: Television/Film, Did you know?
Tags: ads, advertising, america, bad standup, behind the bash, celebrity chefs, chefs, demographics, did you know, egullet, executives, food network, foodtv, giada, ham on the stree, males, males 15-35, marketing, network, new programming, no more chefs, programming, sandra lee, sarah moulton, target audience, television, tv, young

Chew on This

Royal Wedding Cake Details Revealed! - YumSugar

Make Your Own Pop Tarts - CHOW
Denny's Introduces a Maple Bacon Sundae - Eater
Whole Foods Opening Bars in Stores - USA Today
Rules Of Bar Etiquette -- For The Bartender - HuffPost Food

Reader comments (Page 2 of 2)

2-24-2006 @9:38AM Caroline--Houston said... Definitely, the only thing on Sandra Lee's show worth watching is the color coordination of her set. Otherwise, it's not that I don't like her as a person, but the food she makes reminds me of slumber parties in junior high school--it's all kiddie food.

I'm a foodie who truly wants to learn how to cook. I'm not too good at it. I used to learn things from the Food Network. That's what got me addicted to that channel. Now it's who's wearing what, how do they look in such n such outfit (could we please leave Hollywood out of cooking?), and HOW MANY WAYS CAN YOU MAKE MAC N CHEESE! . . . and look good/or not doing it. It truly seems that every time I flip over to FN, it's all about Mac n Cheese.

FN has dumbed down.
Reply

Vote upVote downReport

2-24-2006 @4:30PM Brian said... Giata is hot she could make hot dogs on her show and I wouldn't care.
Reply

Vote upVote downReport

2-24-2006 @4:32PM Brian said... Giata is hot she could make hot dogs on her show and I wouldn't care.
Reply

Vote upVote downReport

2-24-2006 @7:42PM h0mi said... I like some of the shows... Ciao America, Secret life, Unwrapped... I enjoy them because its about _food_ and not just the obvious "how to cook" but telling me something about the origins of the French Dip, Cobb Salad or places that sell kick ass bagels and the like. Obviously it seems to me they air these shows way too often (which is a problem with many shows on FN... Good Eats gets overplayed IMO also)
Reply

Vote upVote downReport

2-26-2006 @5:29PM kitchenmage said... (laughs quietly to herself)

You know, the guys posting that they love "Giata" (sic) for her cleavage and such kind of prove...something. I am not sure what. But something.

Boys, it's GiaDa...with a "D" not a "T"...just remember it's the letter that corresponds to a bra cup size and maybe the connection will work for you.
Reply

Vote upVote downReport

2-10-2007 @1:25AM a sandra fan said... Ok, Sandra Lee is not one of America's top chefs, and the fare she serves is certainly not haute cuisine, but did you see that shirt she had on this afternoon? It could have been painted on!!! Sandra is America's #1 MILF, and I since a little jealousy in some of the female comments here. Sandra Lee is to cooking what Anna Kournakova is to tennis. Deal with it.
Reply

Vote upVote downReport

4-12-2006 @9:10AM Ann said... The targeted demographics explains the abundance of cleavage, or lack of in Rachael Ray's case, the audience has been subjected to recently. Personally I'm offended that Food Network has lowered themselves to sex appeal to gain viewers. On a recent broadcast of the Next Food Network Star Alton Brown told Carissa to "cover up" her sexyness because it was distracting. Apparently FN does not listen to the advice of one of their own top show hosts!

FN: please bring back the FN of the past where the programming was about FOOD and COOKING. Nix some of those corny new shows, especially Sandra Lee. Who cares that her backgrounds change for every show or that her clothes match the background. Ridiculous!

Voice your opinion where it will be heard! Here's their address:
Food Network
75 Ninth Ave
New York, NY 10011

My letter of dissatifaction is in the mail!

Reply