The hot talk around the water cooler this week was, of course, the outcome of season seven of American Idol. For those of you with better TV shows to watch, the winner was David Cook, a bartender cum rock-n-roll star from Missouri. In my opinion, the best, most marketable contestant won.

But this blog isn’t about why anyone should have won or lost. It’s about how American Idol’s audience demographic has shifted remarkably since the first season, and how producers have adapted to create an enduring brand.

If you think the average viewers glued to the TV are teeny boppers and tweens, you’re mistaken. A report released by Nielsen proved the largest percentage of American Idol viewers this season consisted of adults ages 35 to 49. They accounted for 29 percent of all viewers. Fifty to 64-year-olds came in second at 23 percent; 12 to 17-year-olds only accounted for 7 percent of the audience.

Owning your audience by keeping your products relevant is a tried and true way to build a brand. It’s obvious American Idol producers tailored this season’s show to maintain its newfound “mature” audience. Let’s look at this week’s season finale as an example. Guest performers on the finale included: Seal, Bryan Adams, Donna Summer, ZZ Top, Graham Nash, Jonas Brothers, One Republic, Gladys Knight and George Michael.

Of these eight performers, I would venture to say only two — Jonas Brothers and One Republic — are relevant for teenage viewers. Now, take a look at the other six. Sure, younger viewers probably are familiar with Seal because of his marriage to Heidi Klum, and it could be argued that they might be familiar with ZZ Top because they are iconic. But Donna Summer? Gladys Knight? GRAHAM NASH? I dare you to ask anyone under the age of 25 if they know who this third of Crosby, Stills & Nash is. (Or the former quarter of Crosby, Stills, Nash & Young for that matter.)

So what’s the point? Moreso than in past years, producers chose performers for this season’s finale that are relevant to its major viewership. They had to make this shift in order to continue the well-known American Idol brand and still appeal to its changing demographic. Based on the number of people I know who are 30 and older that I discussed this show with this week, I think it’s safe to say that the producers are succeeding.

I’ll be interested to see if the momentum continues when season eight premieres next January.

Related posts:

1. Up tick in trade shows? Huh?
2. “Spring is a time of renewal”

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About the author:

Debra Yemenijian joined Schubert as a Sr. Social Media & PR Executive after six years as a medical editor and writer. She is a Penn State graduate and currently is pursuing her MBA. Debra is also a ballet teacher and dabbles in community theater and jewelry design on the side.