Shows such as Fox's animated comedies The Simpsons and Family Guy -- which averaged a middling 7.3 million and 7.8 million total viewers last season, respectively -- can charge more than $250,000 for a 30-second spot. That's 14 percent more than the female-skewing ABC drama Grey's Anatomy, which averaged nearly 12 million viewers and charged about $220,000 for a 30-second commercial last season. "If you're designing a show and you want to make a lot of money, you want to bring in young men," says Gordon.
Of course, live sports programming is where buyers go to reach the most overall viewers and the most men. And top-rated shows like Fox's American Idol still reach the big, broad audiences advertisers crave most. But smaller-scale hits like FX pair Justified and It's Always Sunny in Philadelphia, as well as Comedy Central's guy-humor lineup including current "It" boy Daniel Tosh's Tosh.0, can deliver big profits without huge ratings -- if men tune in regularly.
In addition to being priced differently, men and women exhibit distinct emotional motivations behind their media consumption, according to psychology experts. Women tend to look for empowerment, which is why Oprah Winfrey is such a potent brand. Underscoring traditional Venus and Mars stereotypes, many male motivations don't stray far from the prehistoric cave. According to ad-buying firm Starcom, men consume media for four reasons: to prepare themselves for battle; to feel rebellious; to connect to a passion (mostly sports, music or cars); and to be mentally challenged. Starcom measured 600 media outlets, including TV, digital and print properties, and polled 20,000 people to arrive at a proprietary "emotional index" for planning and buying purposes.
"It's kind of funny and a little bit cliché," says Kathy Kline, Starcom senior vp and human experience director. "But there's a whole emotional territory of media that men engage in to gain a competitive edge."
Thus, they "arm themselves for battle" with the Weather Channel or CNBC's Mad Money, says Kline. They use MTV (Jersey Shore) and VH1 (Basketball Wives) to feel rebellious and "a little bit like an outlaw." ESPN and NASCAR programming hit passion levers and reinforce male aspirations to be athletic and powerful. And programs like Comedy Central's The Colbert Report and History's Pawn Stars provide a mental challenge.
Men also love subversive humor, which explains the popularity of Comedy Central and Cartoon Network's Adult Swim block. Says Kline of the sweet spot for men, "It's entertaining stuff that has an edge, a little bit dark and very witty."
stuff that has an edge, a little bit dark and very witty."
BROADCAST
The top 10 network nonsports series among men ages 18 to 24
American Idol (performance ) (Fox) -- 1.5 million
Family Guy (Fox) --1.2 million
The Simpsons (Fox) -- 1.04 million
Bob's Burgers (Fox) -- 1.03 million
The Voice (NBC) -- 1.01 million
The Office (NBC) -- 950,000
The Cleveland Show (Fox) -- 943,000
America's Got Talent (perf.) (NBC) -- 854,000
House (Fox) -- 801,000
Mondern Family (ABC) -- 776,000
Including results shows, Idol would have occupied the No. 2 slot as well.
CABLE
The top 10 cable nonsports series among men ages 18 to 34
WWE Raw (USA) -- 775,000
Workaholics (Comedy Central) -- 506,000
Tosh.O (Comedy Central) -- 402,000
Pawn Stars (HIST) -- 401,000
American Dad (Adult Swim) -- 400,000
Jersey Shore (MTV) -- 399,000
Justified (FX) -- 381,000
WWE Tough Enough (USA) -- 380,000
Family Guy (TBS) -- 375,000
Falling Skies (TNT) -- 370,000
WHERE MEN HANG OUT
The 10 cable networks with the largest primetime viewership among men ages 18 to 34
ESPN -- 343,000
TNT -- 330,000
Comedy Central -- 275,000
History Channel -- 236,000
TBS -- 233,000
USA -- 229,000
FX -- 222,000
Adult Swim -- 219,000
MTV -- 183,000
Discovery -- 177,000
HISPANIC: BROADCASTING
The top 10 network nonsports series among men age 18 to 34
Family Guy (Fox) -- 208,000
American Idol (performance ) (Fox) -- 188,000
The Simpsons (Fox) -- 180,000
Bob's Burgers (Fox) -- 172,000
The Voice (NBC) -- 165,000
The Cleveland Show (Fox) -- 151,000
MasterChef (Fox) -- 138,000
American Dad (Fox) -- 123,000
America's Got Talent (performance ) (NBC) -- 106,000
House (Fox) -- 100,000
Including results shows, Idol would have occupied the No. 6 slot as well.
The top 10 cable nonsports sereis among men ages 18 to 34
WWE Raw (USA) -- 177,000
Jersey Shore (MTV) -- 83,000
WWE Friday Night SmackDown (SyFy) -- 76,000
Family Guy (TBS) -- 54,000
WWE Tough Enough (USA) -- 51,000
NY Ink (TLC) -- 51,000
Impact Wrestling (Spike) -- 50,000
Family Guy (Adult Swim) -- 49,000
American Dad (Adult Swim) -- 49,000
The Ultimate Fighter (Spike) -- 48,000
AFRICAN-AMERICAN: BROADCAST
The top 10 network nonsports series among men ages 18 to 34
Family Guy (Fox) -- 147,000
The Cleveland Show (Fox) -- 143,000
American Idol (performance ) (Fox) -- 139,000
The Simpsons (Fox) -- 123,000
Bob's Burgers (Fox) -- 117,000
V (ABC) -- 113,000
The Voice (NBC) -- 98,000
So You Think You Can Dance? (performance ) (Fox) -- 95,000
American Dad (Fox) -- 90,000
MasterChef (Fox) -- 85,000
Including results shows, Idol and So You Think You Can Dance would have occupied the No. 7 and 10 slots respectively.
AFRICAN-AMERICAN: CABLE
The top 10 cable nonsports series among men ages 18 to 34
The Game (BET) -- 182,000
WWE Raw (USA) -- 128,000
Let's Stay Together (BET) -- 102,000
House of Payne (TBS) -- 100,000
Are We There Yet? (TBS) -- 94,000
Toya: A Family Affair (BET) -- 90,000
Basketball Wives (VH1) -- 88,000
Sunday Best (BET) -- 83,000
Family Guy (Adult Swim) -- 73,000
American Dad (Adult Swim) -- 72,000
LATE-NIGHT TV
Jay Leno's Tonight Show generates the highest ratings, but more than 6 in 10 Stephen Colbert viewers are men.
The Colbert Report -- 61.1%
The Daily Show with John Stewart -- 60.7%
Conan -- 54.9%
Lopez Tonight -- 52.7%
The Tonight Show With Jay Leno -- 45.3%
Late Night With Jimmy Fallon -- 43.9%
The Late Late Show With Craig Ferguson -- 42.3%
Late Show With David Letterman -- 41.3%
Jimmy Kimmel Live -- 36.3%
Chelsea Lately -- 33.8%
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