Wednesday, August 30, 2006

The Tiger Effect

Is this the solution to getting younger listeners for public radio?

It is reported that the average age of Buick drivers has dropped from 65 to 55 in just 7 years thanks to pitchman Tiger Woods. Perhaps Tiger can help public radio change its demographics too. Imagine...

- Tiger missing his tee time because of a driveway moment.
- Tiger advising young golfers to calm their nerves with classical music.
- Tiger in a passionate discussion with his caddy about this week's news from Lake Wobegon.
- Tiger calling the Car Guys for tips on fixing his swing.
- Tiger training for distractions from the crowd by blasting opera over loud speakers during practice. “Eh via buffone” isn’t exactly “You Da Man” but such is the artistic license of advertising.

Hey, it could work. And the price tag is only something like $40 million. Maybe that's what it really costs to change the nature of the audience.

1 Comments:

Blogger Aaron Read said...

Wow! Is that actually attributed JUST to Tiger Woods? I mean, they've accounted for other factors? For example, used to be you couldn't afford to own a Buick if you weren't of a certain level of means. These days, maybe you still can't afford it but they'll give you the financing anyways...and it's a status symbol.

I'm assuming those factors have been accounted for, and if so...wow. That's still a powerful testament for the perception of integrity and "good feelings" that Tiger portrays.

OTOH, though - this (by definition) that means Buick has been targeting its advertising to the right audiences. I have heard (on this blog, I think) that Public Radio's best advertisement is Public Radio. That is to say, public radio doesn't advertise outside of its own media. (forgive me if I mangled the paraphrasing). I have long felt this was a "preaching to the choir" attitude and just getting Tiger on NPR's airwaves isn't going to draw new listeners in.

Thinking a bit more about that financing thing...I wonder if NPR can cultivate a perception that listening to public radio is a status symbol. I think it's already snooty enough to be close to that anyways, but what about that classic Steven Hayden ad for KFAC detailing a story of an unhappy, unemployed slob who starts listening to KFAC and in just 16 short weeks is "rich, trim and sexy"? It's snarky, amusing and snooty all at once - PERFECT! :-)

11:08 AM  

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