Where the Boys Are: Still Watching Cable Television

Even as the broadcast networks struggle to pinpoint the cause of a sharp drop in young male viewers, cable is holding on to its 18-34-year-old men and adding to its already sizable stable of networks aimed at the demographic.The latest offering is Casino and Gaming Television, set to launch next year with fantasy-sports and tournament programming. Though the net is still in the early stages of development, media buyers said it might be an attractive venue, considering the poker phenomenon this summer that drove men to The World Series of Poker on ESPN and Travel Channel's World Poker Tour. (And Bravo will air Celebrity Poker Showdown on Dec. 2 with Ben Affleck, Don Cheadle and the West Wing cast.)This season, an average of 1.5 million fewer young men are watching primetime network programming, according to Nielsen Media Research, a finding that perplexes buyers who aren't certain whether the demo is just tuning out or the ratings methodology needs tweaking [Adweek, Oct. 20]. Cable, however, seems to be holding its own so far, and a few networks have managed to grow their young male audiences. ESPN, ESPN2, Comedy Central, Spike, the Sci Fi Channel, BET, Discovery and The History Channel have registered slight viewer increases. And FX, Cartoon Network and, surprisingly, Bravo have posted significant gains. According to Horizon Media's analysis of Nielsen Media Research, FX is up 83 percent in the demo this season, Cartoon Network is up 47 percent, and Bravo is up 136 percent, likely buoyed by Queer Eye for the Straight Guy.In a focus group study of male viewers 18-34, Frank Luntz of The Luntz Research Cos. found that "an overwhelming 72 percent favor programs on cable or satellite above the broadcast networks." "These guys are the loosest TV viewers," said Ray Dundas, svp/ group director, national broadcast for Interpublic Group's Initiative Media. "They're picky and looking for the next edgy, water-cooler program." Of any poker-themed offerings on Casino and Gaming Television, he added, "I think I would turn to it."ESPN and MTV used to be the primary go-to networks for advertisers looking to reach young males, but now there are venues such as Cartoon Network's Adult Swim, FX's The Shield and Comedy Central's The Man Show, noted Lisa Donahue, evp/media director for Publicis Groupe's Starcom in Chicago. "You have to cherry-pick the programming, but there are more options," she said."Nowadays you can watch the NBA four nights a week," said Bruce Lefkowitz, evp of ad sales for FX. "Sometimes you go looking for something else."At Comedy Central, evp of sales Hank Close agreed there is a significant market for male-targeted programming. "A very high percentage of the male audience tunes into sports, but there is something else that young men are looking for," he said. "This is more than a trend.""In general, there seems to be an attempt to capture male demos in new ways, to encourage them to buy," said Joshua Gamson, assistant professor of sociology at the University of San Francisco, who studies media trends. "In that sense, Queer Eye is not so different from what FX is trying to do."

Brand Marketing

Where the Boys Are: Still Watching Cable Television

Megan Larson

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Megan Larson