It Should be Obvious

But it made sense in retrospect: Nerds were used to watching comically-dubbed Japanese shows from all the anime they consumed, plus there is a strong interest in Japanese culture among technically literate young males. Add to that the adversarial nature of the show that pitted skill against skill rather than concentrating on athleticism and it was like a geek’s football. Plus it had a certain camp and unintentional comedy from the translation work and it was a surprise that shouldn’t have been a surprise at all. What if Apple had been watching the PVR stats and noticed that 18-34 year old males with a high percentage of engineering backgrounds were recording Iron Chef episodes? They could have scored a coup by picking up ads for dirt cheap on a tiny extended basic cable network show that would have catered directly to their target audience. But instead they were paying top dollar to advertise on CSI to a bunch of blue-hairs because most geeks long ago realized that CSI treats science with about as much respect as it does the investigative process of police departments.

Even if a lot of those nerds were fast forwarding Apple’s spots, you can bet that the low rate would be worth it to hit up those geeks that hadn’t yet acquired a network-attached digital recording device but were still watching Iron Chef every week.

The crazy thing is that it’s probably only another year or so that this end-run around the sadly obsolete Nielsen system (announced revamp notwithstanding; I’d call that a case of too little too late) will be viable. Eventually someone will wise up and either PVR tech will become ubiquitous enough that the entire game will have to change to a more embedded advertising routine (witness the corny Ford injection into recent PVR-friendly dramas like 24 and Alias, “You take the new Mustang GT! I’ll take the F-150 with 250 horsepower and optional side airbags!”) or someone will find a way to target the ads directly on PVR boxes themselves.

But either way, I’m just hoping someone figures something out soon because I’m tired of good shows getting canceled due to poor Nielsen performance that represents nothing. Maybe it only takes the one network exec or the one ad firm to break ranks and change the game. Maybe Zucker is that guy, but I doubt it. If he finds a hit show next season and shoots to the top of the “charts,” expect a full redaction.

Page 2 of 3 | Previous page | Next page