if you read enough about tv or movies or retail, you read a lot about the “desirable 18-49 demographic.” think about that for a second. there are 32 years included in that group. how is that meaningful segmentation? under that scheme, there was a point in time (7 years ago or so) where both me and my father were in the same demographic, and he definitely does not watch glee or vampire diaries.

and yet this is how we talk about ratings and consumer behavior. no wonder tv is doing so poorly.

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