Comcast Unveils Lightsabers Guide to Buyers, Clients

October 06, 2008 On Oct. 2, Comcast Networks ad sales president Dave Cassaro presented media buyers and clients with a first comprehensive look at “Hunting With Lightsabers: A Field Guide to Young Males 18-34.” A year in the offing, the study provides a detailed psychographic profile of this singularly misunderstood demo, a standing army of 35 million Americans who alternately feel pandered to and ignored by many advertisers. “It’s not so much that they’re resistant to advertising, they just feel disenfranchised by it,” said Cyndi McClellan, executive vp, research and program strategy, Comcast Entertainment Group. Young male viewers are equipped with especially sensitive B.S. detectors and are quick to tune out anything that seems inauthentic or condescending. “Any time you try to start acting like the cool uncle, they can smell it a million miles away,” said Cliff Bleszinski, a design director for Epic Games.

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