POV: American Idol vs. Dancing With the Stars

A recent New York Times article stated, "ABC's, “Dancing With the Stars,” attracted more viewers (23 million) than “Idol” (21.8 million)." With both shows captivating over 20 million viewers, I think any advertiser would be gaining a significant amount of reach. However, why is American Idol charging advertises almost three times as much as for a thirty second spot as Dancing With the Stars?

Currently, a thirty second spot on "American Idol" has a price tag of $642,000, while "Dancing With the Stars" is only raking in a meager $209,000. The article, which can be found here could be a basis for a POV. When it comes to more "bang for your buck" Dancing With the Stars may come out ahead, yet, the New York Times blames the demographics of the show's audience for the drastically lower price tag. The Dancing With the Stars' audience is comprised mostly of women over 50. "Idol,” on the other hand, is made up of younger men and women. The younger age group, especially men under 35, are extremely difficult to reach. Since they are a rare bread when it comes to traditional media usage, advertisers are willing to pay top dollar, hence the steep cost of Idol.

In addition, as a third year college student with a mom in her mid-50s (sorry mom!) I can see this separation first hand. While my friends and I tucker down to see who is going to be the next cut on American Idol, my mom and dad are cozying up to see Kate Gosslin waltz across the stage.