Key demographic

 ( Television Terminology ) 

The key demographic or target demographic is a term in commercial broadcasting that refers to the most desirable demographics group to a given advertiser. Key demographics vary by outlet, time of day, and programming type, but they are generally composed of individuals who are younger and more affluent than the general public: "Young adult viewers have been TV's target demographic for decades, because they're thought to have less brand loyalty and more disposable income."

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Young adulthood /ref>

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TV In the case of television, most key demographic groups consist of adults who are somewhere in age between 18 and 54.

(2025). 9780415283267, Psychology Press. . ISBN 9780415283267

(1998). 9780313296369, Greenwood Publishing Group. . ISBN 9780313296369

Horace Newcomb (2025). 9781579584115, CRC Press. . ISBN 9781579584115

For example, the key demographic for at least reality television is women with disposable income aged 18 to 34,

as well as the WB Television Network ("eighteen to thirty-four-year-old viewers.)"

David Lavery (2010). 9780813125688, University Press of Kentucky. . ISBN 9780813125688

Television programming is tailored to members of its key demographics:

(2010). 9780470632567, John Wiley & Sons. . ISBN 9780470632567

Steve Michael Barkin (2025). 9780765609236, M.E. Sharpe. . ISBN 9780765609236

James L. Longworth (2002). 9780815607021, Syracuse University Press. . ISBN 9780815607021

"Despite the increase in time-shifting to watch recorded television and shows on the Internet, the use of television as an advertising vehicle is still determined by demographic characteristics or who is watching at what time."

Victoria O'Donnell (2012). 9781412991056, SAGE. . ISBN 9781412991056

The subset of ratings that only includes the key demographic of 18- to 49-year-olds is often referred to as the "key demo". Certain (especially those dubbed "classic") and television outlets may target persons 35 to 64, who generally have more disposable income than millennials, in part due to the late 2000s recession, which impeded career opportunities for younger generations.

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See also

• Channel drift
• Target audience

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