“ CBC may have overestimated the advertising potential of programs like Jeopardy and Wheel of Fortune,” says Morrison. “Fifty-plus is not a desirable demographic for advertisers. It’s not that [the demo] doesn’t spend money, it’s rather that they’re easier to reach and therefore they’re not as valuable a commodity for the broadcasters,” he says, noting that CTV dropped Jeopardy after carrying it for over a decade. “Presumably it’s because they noticed that, while it had good numbers, they weren’t the kind of numbers that advertisers liked, so the cost-benefit ratio wasn’t very good.
CBC’s Cancon at 20-year low: study By Gariné Tcholakian | Friends of Canadian Broadcasting
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