Marketers to blame for lack of diversity on TV: JWT report

Ross, Chuck
August 1999
Advertising Age;8/16/1999, Vol. 70 Issue 34, p4
Trade Publication
This article discusses the report Disintegration of Broadcast Network Prime, issued by J. Walter Thompson (JWT) Co. in 1999, which concluded that marketers should be blame for lack of ethnic diversity in broadcast network prime-time programming in the U.S. According to David Marans, senior partner-media research director at JWT and author of the report, there is no economic benefit for creating a television series that skews under 18 or over 50. He also added that broadcast networks have to rely on advertising revenue. Moreover, the shows most popular among African-Americans ages 18 to 49 are virtually off the radar skin for whites, according to Marans. The report found kids and teens also have been abandoning ABC, CBS, NBC and Fox in prime time, in far greater percentages than the general population.


Related Articles

  • Kids' Upfront Makes a Late Arrival. Forkan, Jim // Multichannel News;5/14/2001, Vol. 22 Issue 20, p8 

    Reports the status of the upfront advertising-sales market for children's programming in the United States. Negotiations with buyers by the Cartoon Network; Efforts of Nickelodeon to attract clients; Decline in the toy business and inventory on both cable and broadcast outlets.

  • FX rebranding campaign touts edgy programming. Wilke, Michael // Advertising Age;8/31/1998, Vol. 69 Issue 35, p11 

    This article deals with the plan of the FX cable television network to launch a re-branding campaign to position itself in the prime-time marketplace in 1998. The advertisements will emphasize its Fox roots and prime-time shows. Brand consulting agency Nick & Paul put together focus groups and...

  • Growing Pains. Consoli, John // MediaWeek;03/13/2000, Vol. 10 Issue 11, p48 

    Focuses on the kids television (TV) advertising market in the United States as of March 2000. How the interest of television networks, such as WB and Nickelodeon, on kids TV market started; Expectations of ABC from its consolidation with Disney and Buena Vista Television; Remarks from some...

  • ITV chief calls on clients to use TV. Brech, Poppy // Marketing (00253650);3/22/2001, p2 

    Reports the call from marketing and commercial director John Hardie of ITV for advertisers to invest into television in Madrid, Spain. Decrease in revenue of the company; Need for advertisers to evaluate media choices; Change in program schedules of the television station.

  • UPN forms ad unit.  // Electronic Media;9/30/96, Vol. 15 Issue 40, p32 

    States that the UPN company formed an in-house advertiser sales division and appointed Perri Stein as the senior vice president of advertiser sales.

  • Looking for the young and restless. Hendrickson, Paula // Advertising Age;5/12/1997, Vol. 68 Issue 19, pS16 

    Discusses the position of UPN and WB Network as the two new broadcast networks in the 1997 prime-time network television upfront market for advertising. The emphasis of the two new networks on younger audiences; The success of the show `Buffy the Vampire Slayer.'

  • ITV is paying a heavy price for past arrogance, will it change? Snoddy, Raymond // Marketing (00253650);10/18/2001, p20 

    Focuses on the slowdown of ITV advertising revenues in Great Britain. Accounts on the history of ITV arrogance due to the success of ITV advertising in the past years; Explanation for the decline in ITV sales operations; Concern over the negotiation between television companies regarding...

  • TV3, Channel 9 to revamp as Media Prima tips growth. Sudhaman, Arun // Media: Asia's Media & Marketing Newspaper;12/16/2005, p3 

    The article reports that Media Prima has commenced a revamp of its two Malay-language television channels, part of a broader attempt to adopt a portfolio approach for potential advertisers. The project will see a refocusing of leading Malay channel TV3 and the relaunch of Channel 9, which ceased...

  • Content Analysis of Food Advertising in Iranian Children's Television Programs. Amini, Maryam; Omidvar, Nasrin; Yeatman, Heather; Shariat-Jafari, Shadab; Eslami-Amirabadi, Maryam; Zahedirad, Malihe // International Journal of Preventive Medicine;Oct2014, Vol. 5 Issue 10, p1337 

    Background: Advertisements can influence children's health related behaviors. Television advertisements are the main avenues directing commercials at children in Iran. This study aimed to explore the content of food advertisement during children's television programs in 2007-8 and to compare it...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics