With the average age of a viewer hovering at 55, The History Channel (now known as History) is not well known for attracting a youthful demographic. However, History is challenging the status quo and is setting its sites on the highly coveted 18-54 demographic.
A lineup full of World War II documentaries, while interesting, is not enough to pull most of viewers away from the likes of Jersey Shore and various dancing and singing based competitions that air on the major networks.
By mixing history and reality, History channel has been able to lower its average viewing age into the advertiser’s dream demographic. “Pawn Stars” average viewer age is a surprising 11 years younger than its traditional programming. While this by no means turns History into MTV, it does help it reach a younger audience that will hopefully find additional programming they enjoy on the channel, which will allow History to boast viewership in the elusive 18-54 demographic to advertisers.
History is not afraid to put major marketing dollars behind these reality shows. “Swamp People”, a reality show about the centuries old tradition of hunting alligators in the Louisiana bayou, had a SuperBowl ad that promoted the show and the channel. History also partnered with the Louisiana Office of Tourism for some effective event marketing, bringing a mini swamp habitat, with live alligators, to New York City in order to drive interest in the show and the state.
There is also the ratings juggernaut that is “Hatfields & McCoys”, a three day mini-series about an infamous family feud. It concluded over Memorial Day weekend. “Hatfields & McCoys”, was a ratings smash, breaking the record for the most viewed non-sports, ad-supported cable program. It had more than 17 million viewers for the first installment, with 4.8 million falling into the 18-49 demographic.
As a long time viewer of History, I have been surprised and excited to see the channel really take control of creating new program that speaks to the younger demographic. There is also a lesson here that could be applied to any brand. No matter what connotations your brand might have, there is always an opportunity to give it a make-over. Use the strengths of your brand to take on new challenges and grow your target market, and make history in the process.
