CBS Seeking Ad Attention for Baby Boomers

CBS, the television network that traditionally has attracted an older viewing audience, wants to convince advertisers that older can be better when it comes to pitching upscale products. The network plans to report television ratings information associated with adults between the ages of 35 and 54. CBS executives note that marketers create and package products with baby boomers in mind--but that advertisers aren’t paying enough attention to boomers when it comes to media-buying practices. CBS has an obvious financial interest in the issue. Last fall, a 30-second spot on its popular “Touched by an Angel” program cost $102,000. In contrast, the competing Fox comedy “The Simpsons,” which is aimed at a younger crowd, charged $159,000 for the same ad.