Where we are.

There was just an article in one of the trade magazines that AMC is looking for one million dollars per spot in the series finale of Mad Men.  That’s getting up there in Super Bowl range.  Someone asked me why broadcast shows never get to that level of ask and the simple reason is that by the time the series finales air on broadcast, the show is on a downward spiral.  Breaking Bad was never so popular as it was in the final season.  It dominated social media and even traditional media for months leading up the final.  There were BB binge viewing parties, BB themed events at bars and restaurants and even President Obama caught the bug.  Why, because cable can be happy filling the desires of smaller audiences.  Broadcasters are looking for sheer numbers, and will not wait for a show to build them.  Every season they trot out a bunch of new shows and by the end of the year bring back 2 or 3 of them for next season and start the process all over again.   Another indicator, one that I find a little unsettling, that is putting cable on par with broadcast is for the first time in my memory a show with fairly good ratings, Longmire, was canceled because the viewer profile of the show was too old.  I remember a couple years ago when NBC canceled Harry’s Law.   It was their number one scripted show and number 2 overall, but the demo was too old.  Longmire was the second most watched show on A&E behind Duck Dynasty.  My point in all this is that people in charge should stop determining what is a failure and what is a success based on their expectations.  Give me the number one rated scripted show on a network and I could easily find a way to make money with it.  Most media people would probably agree. 

Who is your ‘audience’?  Why?  It isn’t always necessary for you to define your success…letting your customers do it might be much simpler.