Zielgruppe der 14- bis 49-Jährigen frei erfunden.

Jetzt ist es offiziell. Das Maß der deutschen TV-Werbewirtschaft, die Messlatte aller Quotenhechler, das Non plus ultra des Jugendmarketings: Die sagenumwobene “Zielgruppe der 14- bis 49-Jährigen”, sie ist frei erfunden. In einem bemerkenswerten DWDL-Beitrag berichtet TV-Methusalem Helmut Thoma freizügig in seiner bekannt selbstlosen Art über seine Beweggründe, sich diese Definition schlicht aus den Fingern gesogen zu haben.

Auf die Bitte Norbert Schneiders, Chef der Landesanstalt für Medien NRW, die schon lange etablierte Definition auf theoretisch etwas solidere Füße zu stellen, antwortete Thoma erfrischend ehrlich: “Unser Ziel war es, möglichst schnell die Nummer eins zu sein”. Daher habe man sich, inspiriert durch die Erfahrungen des US-Networks ABC, auf diese junge Zielgruppe fokussiert – und das nicht aus Gründen der Wirksamkeit von Werbung auf diese Altersgruppe.

“Wir haben das auch der Werbeindustrie eingeredet”, bekennt Thoma freimütig. Doch nicht etwa die Tatsache, dass die Werber ihm von Anfang an Glauben schenkten beeindruckt ihn bis heute. “Dass es 20 Jahre lang gehalten hat ist das Faszinosum”. Ja, das ist es wirklich. Und es ist dringend Zeit, diesen Mythos endlich zu begraben.

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