Fox News host Jesse Watters has ignited a firestorm of criticism and accusations of blatant ageism following his controversial on-air comments about the value of elderly viewers to advertisers.
During a segment on his show, Jesse Watters Primetime, the presenter argued that brands are wasting their money by targeting older demographics. He claimed that older consumers are set in their ways and unlikely to change their purchasing habits, making them a poor investment for marketing budgets.
A Divisive Argument
Watters asserted that advertisers should exclusively pursue a younger audience, whom he described as more impressionable and open to trying new products. His comments have been widely condemned as discriminatory and out of touch.
Broadcasting watchdog Ofcom, which upholds strict standards on harm and offence, is likely to scrutinise the segment following a potential influx of complaints from viewers.
Public and Expert Backlash
The reaction from the public and media analysts has been swift and severe. Critics have slammed the remarks as "disgusting" and a clear example of ageist prejudice that has no place on a major news network.
Many have pointed out the immense spending power and brand loyalty of the older generation, arguing that Watters' business analysis is fundamentally flawed. The incident has sparked a broader conversation about the representation and marginalisation of older people in media and advertising.
This is not the first time Watters has found himself at the centre of a controversy, raising further questions about the editorial direction of Fox News programming.
