Yesterday I wrote about how cable
channel A&E recently cancelled its highest-rated drama ever because the
show’s audience was too old.
Longmire
had just begun its third season when A&E decided that it could no longer
abide the crime show’s wrinkly fans, whose median age is 60. (The network
overall draws an audience of sprightly 48 year olds.)
“It was a business
decision,” said A&E’s senior vice president Dan Silberman, as if that
excuses the stupidity of flushing 6.5 million viewers down the toilet.
In fairness to A&E, the
economics are dicey. First of all, A&E has no skin in the game. Warner
Bros.—not A&E—owns Longmire, and the
network pays Warner Bros. an estimated $1.5 million licensing fee for each
episode. With no revenue coming on the backend through reruns and syndication,
A&E needs to make its money through ad sales. This is difficult when
advertisers are convinced that the only consumers worth talking to fall into
the 18-49 demographic. It’s nearly impossible when the network believes that as
well.
Even after Warner Bros.
agreed to reduce both the licensing fee and the number of episodes for the
coming season, A&E passed.
Rather than explain to
advertisers that consumers over 50 have way more money and buy way more stuff
than younger consumers, A&E simply dumps 6.5 million viewers.
I guess that was a “business decision” too.
I guess that was a “business decision” too.
Next Time: I know why A&E cancelled Longmire.
Maybe I can still get it on Amazon Prime where they still respect us 50+ consumers!?
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