TV Ad Effectiveness: Old demos don't work

David Poltrack, Chief Research Officer for CBS, released a study recently showing that the traditional ratings breakdowns (based on age and sex) really aren't helpful anymore.  He reported that there is growing data suggesting that using the traditional age and gender groups to target commercials is "essentially invalid, ... leading to a misallocation of television advertising investments."
In conjunction with major ratings service Nielsen, CBS is working on a new model to replace the traditional demographic breakdowns.  Other recent studies show that heavy use of a product are much better predictors of advertising effectiveness.  The new model will be based on viewer attitudes and behaviors, rather than age and sex.
Suggested new market segments for TV: TV companions (homes where TV is always on); Media trendsetters (early adopters of new technologies and new content - heavily multicultural); Sports Enthusiasts; Program passionate (heavy followers of specific programs,  biggest DVR time-shifters); Surfers and streamers (most open to watching alternative content); TV moderators (who enjoy being "experts" and influencing others' choices).

Source: "CBS: Viewers' Age and Sex Shouldn't Matter to Marketers,"  Advertising Age