Do you watch The Late Show with David Letterman, or do you watch Ted Koppel's Nightline? This question, which generated a lot of controversy earlier this year, is at the heart of a great marketing paradox. While the audiences of the two shows are approximately the same size, The Late Show generates $100 million more in advertising revenues than Nightline.

Why the difference? Marketers are obsessed with targeting the 18 to 49 demographic segment, which heavily watches David Letterman. Ted Koppel, on the other hand, attracts an older crowd.

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