Who watches LOST? According to the advertisers…

January 22, 2009 at 10:59 pm | Posted in Uncategorized | Leave a comment
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Lost owned three hours of ABC primetime last night and the attention of enough fans to give it a 5.0 rating among the 18-49 age group over the two hours of new programming. (The first hour, a recap with comments from the producers, snagged a fair 3.3 rating.) Between scenes of time-jumping islanders and the desperate Oceanic Six, marketers rushed to seduce the faithful fans with a total of 112 ads in three hours. While we may not know whether Jin is dead or alive, or who the white-haired woman is, we can figure out something a little bit less mysterious: what type of people do marketers think watches Lost?


Lost Cast – Season Five

Lost Cast – Season Five

The first revelation? Lost fans must drive, and mostly upscale cars. There were 15 automobile ads during the three hours, about 13% of the total. BMW and the Lincoln MKS made repeated appearances, but Mercedes-Benz ruled the night, with five spots plus special mention as sponsor of the preview of next week’s episode.

Mercedes-Benz GLK

Mercedes-Benz GLK

Next deduction? Lost fans go to the movies! Eleven movie ads tried to entice the audience to head to the nearest theater this weekend. The breakdown skewed heavily toward the horror and action genres, with slim representation of mainstream drama.

Third, Lost fans would rather pick up food and bring it home than cook, judging from the abundance of Domino’s, Little Caesars, and Quiznos ads. The Olive Garden made a couple of appearances, as did Stouffers, so apparently marketers think Lost fans don’t spend much time in the kitchen. Maybe they’re too busy watching Lost and trying to figure it all out?

Other trends in the advertising indicate that Lost watchers use cell phones and are concerned about the safety of their banks. Hmmm, no real segmentation there! One last observation: if the pharmaceutical ads are to be believed, then Lost fans are arthritic women suffering from sinusitis and depression and uninterested in becoming pregnant. Or maybe they are just influencers of such people. Who knows? At any rate, it’s nice to see that Lost is in no danger of losing its ad support.


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