The gamecock. (Columbia, S.C.) 1908-2006, November 11, 1981, Page Page 4, Image 4
Ads No
Local
By LANGDON
BKOCKINGTON
StiH Writer
College students are not a
primary target of television
programming because they
have little money to spend on
non-essential items, according
to Bill Logan
operations manager of WISTV.
"Usually students are
not appealing to advertisers.
They do not have a lot of
spendable income and so are
not one of the markets of
television," Logan said.
Gene Upright, program
director of WLTX-TV,
"Advertisers are more interested
in older groups.''
According to Logan, a
study of college students'
viewing habits is unproductive
because college
students are elusive. "They
are migrant, moving back
and forth throughout the
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year, and therefore constitute
no consistent pattern
which allures advertisers.
The local station
programmer tends to "go on
a gut feeling when planning
programs designed to appeal
to college students," according
to Logan.
From a sales standpoint,
the 18-49 age group
(especially the women) is
very attractive. This group
has the most appeal becausc
these people make buying
decisions, rney are a
primary target because they
have greater spendable
income and are more consistent
in their buying
habits, Logan said.
Logan's thoughts are
echoed by Dave Aiken,
program director of WOLOTV,
who says buying power
is what advertisers notice.
He said buying power is
shifting to the 25-49 age
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range and "with the country
getting older and with the
advertising agencies and the
networks gearing themselves
to the 25-49 age group,
the local stations are
following suit."
With the television world
the way it is, in order to get a
glimpse of the viewing
habits of college students, a
simple and unscientific
method must be used: Interview
a handful of students
about their TV viewing
routines.
One must realize,
however, that interviewing a
mere 10 students (three
women and seven men) does
not constitute grounds for
making earth-shattering or
even valid conclusions. But
it is interesting nevertheless.
The three females watf'hpH
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the seven males viewed
more hours on the weekends.
This phenomenon is due
mainly to the men's watching
the extensive weekend
sports programs.
Thus, these live sports
shows constitute a favorite
type of program for the men.
In addition, * situation
comedies rank among the
favorite kinds of programs
for both the men and women.
Senior Dave Wachter said,
"TV's not too good
nowadays. It's not worth
watching anvmore because
the quality gets less each
year. I really don't go too
much out of the way to watch
any particular programs."
According to Wachter,
"There's a lack of anything
better to do. In fact, I can't
afford to do anything else. I
watch TV out of boredom."
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The Fieldman School is an in
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Voter registration, media co
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win elections are some of the toj
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is open to all students and the gen
The Fieldman School at USC i:
offered in South Carolina this ye
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are expected to participate in
designed to produce trained
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nts who are not from
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