• Ad Buyers Are One Reason TV Is Getting Raunchier

    by  • April 24, 2017 • Advertiser Accountability • 2 Comments

    Advertising executives don’t share the values of the people to whom they’re marketing.

    Many have wondered why television programming seems so obsessed with sexual dialogue and activity, foul language, and graphic violence. One reason is that those who make the programs don’t share their audiences’ values or attitudes; but programmers aren’t solely to blame. So are the people who decide which shows should receive the support of sponsors.

    A recent study by the Video Advertising Bureau found that executives and marketers at advertising and media agencies don’t share the entertainment viewing habits and preferences of the customers they’re trying to reach.

    According to the survey, media buyers are overwhelmingly younger, wealthier, more technology-centered, and spend more time on the internet than the general American population. Advertising professionals also overwhelmingly prefer more “edgy” and critically acclaimed niche programming than does the American public.This leads ad buyers to purchase time on programs based on their own experience and preferences, rather than those of the audience they’re trying to reach.

    “We let our own habits affect the way we see our audiences. We’re nowhere near as in sync with American audiences as we think we are,” says Jason Wiese, VP of strategic insights at VAB. The result is that ad buyers are “creating an echo chamber that warps our perspective on the people we’re trying to reach,” the VAB said.

    Both the clients they represent and the audiences they’re trying to sell to would be better served if those in media and advertising stopped promoting sexualized, violent and profane “entertainment,” and started supporting programming that reflects the values, interests, and attidues of the American people.



    Christopher Gildemeister is the PTC’s Head of Research Operations. He began as an Entertainment Analyst at the PTC in 2005. From 2007-2016, he was Senior Writer/Editor, responsible for communicating the PTC’s message to the public through newsletters, columns, and the PTC Watchdog blog. Dr. Gildemeister holds a Ph.D. from The Catholic University of America.

    2 Responses to Ad Buyers Are One Reason TV Is Getting Raunchier

    1. April 30, 2017 at 1:15 pm

      Many of the advertisers likes keeping the entertainment viewing habits a secret. They seem to act like someone is going to find out so that they keep it all a secret. I don’t know if the info might fall into the wrong hands or what. Many of these marketers know what programs they are sponsoring. There are some shows on TV that are not nationally aired. TMZ and DISH Nation are two programs that are on Fox, but not aired in every city in North America. So it’s up to the viewer to watch the two shows to see who is sponsoring them. Sometimes even politicians will even have campaign officers sponsor the shows as well when they are running for either an election or to be re-elected. So from there, we write our elected officials to have them pass the word to their campaign headquarters to withdraw their sponsorship from the programs we hate. How It’s Made is a good show and an educational one. And shows like that are the ones the corporations should be sponsoring. Since factories don’t offer tours anymore, How It’s Made is a good way for a school to take their students on a virtual field trip to a factory to see how things are made. In St. Louis, there used to be a Ford plant in North St. Louis County, and when I was about 8 years old, I went there on a field trip with summer school. In the fall, I went to Wonder Bread bakery with school. Both places had trams that took you thru.

    2. April 29, 2017 at 12:01 am

      I think that it is stupid that the big corporations keep some of the marketing stuff secret. Are they worried that terrorists might find out? I have been sending emails to these companies that sponsor these stupid shows that contain sex and violence. When I send these big corporations an email complaining about a show they are sponsoring, I tell them what shows they should be sponsoring instead and I give them an idea on some of the more truly family friendly shows that don’t contain sex or violence. And sometimes, you have to run the risk of getting accused of harassment when it comes to writing them again and again to make sure they get the message. Shows like TMZ which airs on Fox does not air on all Fox channels so that you almost have to watch the stupid show and jot down the commercials so you can find out who is advertising the show. And then once you get down who is advertising the show, that is the time you file the complaint about them sponsoring the show.

    Leave a Reply

    Your email address will not be published. Required fields are marked *