Originally Posted by martyboy:
“I don't think the absolute numbers of viewers are necessarily relevant.
I'd guess that the real criteira for whether a program is viable is whether the sponsors are getting value from the program.”
While the absolute number of viewers isn't always the most relevant consideration, the percentage of the so-called key demographic (16-34 year olds) and the percentage of the total viewership in that time slot has to be relatively high to override any low viewing figures.
The cost of a programme's ad space is directly proportional to its reach, so I don't think DOTDF will be decommisioned because of the ratings; the ad space will just cost less as satellite TV channels are much less bothered by ratings.
Quote:
“If a huge number of people who are not in the market for their products (like myself) were to watch the program that would increase the viewing figures, but their numbers wouldn't matter a jot to the sponsors. What the sponsors want is to catch those people who might actually need the products (people who are overweight), and who will be likely to buy them.”
That's why the Barb figures include a demographic breakdown, but even if the breakdown included people's sizes an "overweight" person watching a programme about eating healthily and dancing isn't going to be rushing off to buy Fibresure, which has nothing to do with gaining or losing weight.
Quote:
“Diet is primarily being sponsored by FibreSure (a health product). In the first ad break this week, there were ads for Special K (slimming product); then there was a L'Oreal (anti-ageing product); then Muller (yogurt stuff).
This kind of progam is an excellent place to reach a niche audience, for those advertisers want to sell slimming products.”
Indeed, but the advertisers will be keeping an eye on the ratings to see if it's worth paying the money they're being charged, as happens with all commercial channels.
Quote:
“It would be interesting to know if the viewers who are sticking with the program are those who actually identify with those taking part (and who need the products) the most.
Rather interestingly, there was also an ad for Sainsubury's "Hamburgers for a fiver". I suppose that might also be trying to reach a specific audience, having a strong appeal to overweight viewers, though not probably not in the sense the program might have been originally intended.”
I think the programme's target audience is people who like dancing and Strictly, hence the inclusion of Matthew and Karen. The reason the ratings are low have more to do with the channel it is on, and the channel it is on is responsible for the rather low budget feel to it, which will inevitably be off-putting to some viewers used to the slickness of shows like Strictly.
If this was a BBC production on BBC 2 I'm sure the viewing figures would be 10 times higher, and it'll definitely be a much better programme.