Men Watch Pawn Stars
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Men Watch Pawn Stars
Analysis of the History channel's targeted demographic specifically for Pawn Stars
Curated by Ben Walker
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Men Watch Pawn Stars

My Paper

 

-- By the way, Professor, if the format is strange or if there is random bolding I have no idea why Scoopit is causing that. It appears to be gone, but if the issue returns I can email you a copy of my paper if you need one.  Also, some of my webpages' information is way down at the bottom below my paper.  I cannot figure out how to fix that. Sorry!

Ben Walker's insight:

Ben Walker

Professor Proctor

JASS 248

13 November 2013

Men Watch Pawn Stars

            If you have ever watched the History channel, you know that they want you to keep watching it.  It does not matter if you have no interest in any other show on their channel besides the show you are watching, because the History channel will show you enticing commercials for their other shows during every commercial break.  I watch the History channel show called Pawn Stars.  Pawn Stars is a television show about a pawn shop that is run by three generations of the Harrison family.  The television show gives viewers a look into the goings on of the Gold & Silver Pawn Shop in Las Vegas.  The History channel created this show to target adults, for the most part men, between the ages of eighteen and forty-nine.  Many shows such as American Pickers and Storage Wars are aired on the History channel and target this same age range.  This tends to be History channel’s target audience for most of its shows.  Amanda Kondolojy is an article writer for tvbythenumbers who got her data from Nielsen TV Ratings.  She wrote that on Thursday, November eighth, 2013, only a third of Pawn Stars’ three million viewers fell within that age range.  This means that advertising done during Pawn Stars may need to gear towards younger or older audiences, but the audience will likely be predominantly male.  In 2011, Nielsen Ratings reported that 401,000 men between the ages of eighteen and thirty-four watched Pawn Stars making it the number four non-sports series watched by men in that age range.  I have watched many episodes of Pawn Stars and after watching three more episodes while paying close attention to the advertisements, I noticed a pattern.  This pattern was that every time a commercial break was about to end, right before Pawn Stars came back on, the last commercial would be for a different History channel show.  The mentality behind the History channel’s advertising is that if someone likes one of their television shows then they will enjoy other shows also aired on the History channel.

            The Wall Street Journal describes the History channel’s current theme of reality television accurately by saying: “Reality TV has gotten a shot of testosterone.” Many of the History channel’s shows no longer focus on history.  Their focus has shifted to reality television shows that focus on junk or stuff.  Pawn Stars is one of these reality shows that focus on stuff because the people on the show such as the owner of the shop known as The Old Man, and the other main characters Rick Harrison, Corey Harrison, and Chumlee Russell are not the stars of the show.  People do not watch this show to see those people, they watch the show to see the cool stuff that people bring in to sell.  Guns, toys, coins, albums, or even significant pieces of history such as signed documents or war memorabilia are a few types of things that people may bring in to sell at the pawn shop.  The selling and purchasing of stuff like this is all shown to the viewer.   Most of the people interested in seeing this stuff are men.  People can tell that men are History’s target audience because the shows tend to aim towards men by depicting guys who are tough, smart men or other characters are pretty looking women who also tend to be smart.  I do not think women as a whole have the same fascination with junk, stuff, and cars like men as a whole tend to.  Counting Cars, Storage Wars, American Pickers, and Pawn Stars are all History channel shows that have similar storylines.  Each show has men or good looking, and smart, women buying and selling stuff or cars and motorcycles while describing the items and their uniqueness and significance to the viewers.  Not only do the topics of most History channel shows, specifically Pawn Stars, tend to draw men in, but the commercials that air during those show are male based as well for the most part.  The commercials that air during Pawn Stars and other history channel shows can be summed up as showing alcohol, ATVs, cars, and video games.  These commercials tell viewers that they need stuff just like the cool stuff they see on the shows they are watching.  Most people would see these commercials as aimed at men and things seen in these advertisements all tend to be incorporated into one episode or another of many of History channel’s shows.  Mixed in with those commercials are commercials for other History channel shows.  The History channel assumes, for example, that if you like Pawn Stars then you will likely enjoy American Pickers and Storage Wars, so they show you an advertisement for those shows as you enjoy watching Pawn Stars.  Then you may go watch American Pickers and see a commercial for Pawn Stars and you will go watch Pawn Stars again because you saw a commercial for it and this cycle continues as you take in regular advertisements about alcohol, video games, and vehicles.

            Pawn Stars is a show that reaches out to a large range of people.  These people tend to be men, but not all three million of its viewers last Thursday we male.  Shows like Pawn Stars draw in many different types of people and this is what makes Pawn Stars a great show to advertise during.  The advertisements get a good amount and variety of viewers.  Leftfield Pictures, the producer of Pawn Stars, can make a lot of money on advertising if they monitor the change in the demographic that is watching Pawn Stars.  The fact that only one third of Pawn Stars’ viewers were eighteen to forty-nine last Thursday shows that this male based advertising will not work for much longer.  The advertisements you show a man under eighteen or over forty-nine will not be the same as one you show to a man who is between those two ages.  Reruns of Pawn Stars are rampant; if you turn on the History channel then Pawn Stars is probably on!  The popularity of this show surged at its release and is slowly falling as any show’s popularity does.  The fact the History channel uses its shows to advertise for its other shows, however, is keeping Pawn Stars alive and decently thriving even as similar shows are released and steal its reign.  Shows about stuff, like Pawn Stars, attract many people to watch them because stuff can be fascinating.  Advertisers can have a hard time deciding which demographic to target, but men seem to be the dominant force and that is where the advertisers aim their messages.

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Pawn Stars | TV Review | Plugged In

Pawn Stars | TV Review | Plugged In | Men Watch Pawn Stars | Scoop.it
In Las Vegas' World Famous Gold & Silver Pawn Shop, we're told that "everything here has a story—and a price." We'll tackle both of those things in this review.
Ben Walker's insight:

This webpage gives a good review of the television show.  The nice thing about this review is the emphasis on how the star of Pawn Stars is the "stuff," meaning the items bought/sold, and not actually a person.  I touch on that point a good bit in my paper.

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History Channel eyes younger audience with digital switch | News | Marketing Week

History Channel eyes younger audience with digital switch | News | Marketing Week | Men Watch Pawn Stars | Scoop.it
History Channel broadcaster AETN will spend almost a third of its entire marketing budget on digital activity to promote itself among younger audiences.
Ben Walker's insight:

This webpage talked about how the History channel in general is attempting to attract a younger audience.  Their general target audience is older men, not typically children.  This outreach will help the History channel draw in new viewers from a group they did not normally attract.

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Thursday Cable Ratings: Thursday Night Football Tops Night + NBA Basketball, 'Pawn Stars', 'Beyond Scared Straight' & More

Thursday night's cable ratings.
Ben Walker's insight:

This webpage gave great information about the number of viewers that were watching Pawn Stars.  The webpage showed what time the viewers were watching the show and what age range the viewers fell under.  It also listed this data for other shows  that were on around the same time on the same day.

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Monday Cable Ratings: Monday Night Football Wins Night + 'Monday Night RAW', 'Pawn Stars', 'Chrissy & Mr. Jones', 'Basketball Wives' & More

Highlights from Monday's cable ratings.
Ben Walker's insight:

This webpage shows the number of people watching Pawn Stars and their ages just like my other scoop "Thursday Cable Ratings" does.  This page, however, is one year earlier than the one I have on here already.  I used this to show the consistency in age of viewers over time watching Pawn Stars and the decline in the total number of viewers.

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Testosterone TV: What Shows Are Most Watched By Men?

The television landscape has splintered, with niche networks now catering to every conceivable demographic and interest.
Ben Walker's insight:

This article talks about men and what television shows they watch.  The article gathered a lot of Data from Nielsen ratings.  The information about Pawn Stars' male audience gave me good insight as to how many men between 18-34 watch the show.

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History App Launching on Xbox Today

A+E Networks® makes HISTORY®…with network app launching on Xbox 360
Ben Walker's insight:

Since the History channel has launched an Xbox app, viewers can more easily access the History channel.  This may help boost the number of viewers who watch the show.  This also could reach out to "gamers" and draw them into watching the History channel.  I never really included this in my essay, but it helped me see how the History channel's target audience may be shifting.

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About Pawn Stars - History.com

About Pawn Stars - History.com | Men Watch Pawn Stars | Scoop.it
Pawn Stars takes you inside the Harrison family pawn shop in Las Vegas, where quirky characters haggle over fascinating wares.
Ben Walker's insight:

This page gives a good, general description of the televeision show.  The webpage also names all of the characters.  This information came directly from the History channel's website for Pawn Stars.

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What Real Men Watch

Reality TV has gotten a shot of testosterone. In an effort to reach young men, cable networks have found a formula that celebrates gritty, blue-collar jobs. The shows represent a breakthrough in the industry's quest to attract elusive male viewers.
Ben Walker's insight:

This webpage not only discussed Pawn Stars, but it also went into a good bit of detail about the History channel.  Information about History's target audience was highlighted.  Other shows besides Pawn Stars were examined as well as to how they drew in the History channel's target audience.

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