The marginalization of certain kinds of viewers, especially older viewers, originates with the advertisers, of course, who pay different CPMs (cost per thousand) for different audiences. In 2010, Dancing with the Stars had 23 million viewers, advertisers paid an average of $209,000 for 30 seconds of air time (about $9 CPM). American Idol had fewer viewers, 22 million, but advertisers paid about $642,000 for 30 seconds ($29 CPM). Why the difference? the age of the DWTS viewers was older, more female.

The difference in revenues is so wide, despite the similar size of the audience! You can see then how networks might cancel shows with relatively large ratings if the profit margins are affected by low CPMs and high production costs.

Why do advertisers pay so much less for older women than for younger men? Young men are hard to find on network schedules, so advertisers pay a premium for programs that deliver them. And most advertisers assume older viewers are less likely to be swayed by advertising.

So for some of these marginalized older female audiences, some cold comfort: advertisers consider them too smart and resistant to their ads!