Arguing the creative value of Katy Perry is a topic for another day. The question for me is just how far the NFL should try to stretch its demo with the halftime show. At some point in the stretching process something has to break. I think we saw the breaking point last night.
I did not think that the teenage girl was the much coveted demographic that the NFL was so urgently trying to obtain. As I watched the show last night I thought what is next, Disney Princesses on Ice for a halftime show. Or maybe Dora the Explorer. Frankly, the California Girls bit last night reminded me of more of Dora than any other musical act.
As marketers, do we make the same mistake? In an effort to grab as big a market share as possible, do we lose sight of our core audience. In the pharma industry it seems even more important to understand our core customer and build from there. It is difficult enough for us to capture the physicians attention in an ever shortening detail or keep a consumers attention during a DTC spot. Let’s not make the same mistake as the NFL and invite our customers to tune out because we cast too wide a net.