• Mediaweek, Wednesday, November 3, 2010 10:56 PM

NBCU wants advertisers to know that when it comes to consumer spending based on what they see in television ads, the 55-64 demo is the new 18-34-or it's just as important as that younger demo. NBCU on Tuesday (Nov. 2) gave the media a sneak peak at a major presentation it will make on Thursday to its advertisers, their media agencies and Nielsen officials. The presentation will offer data showing that the adult 55-64 demo is as vibrant as younger demos in ad spending, and should be targeted (and not ignored) when television marketing plans are created.

Allen Wurtzel, president of research and media development at NBCU, said the demo, which he's labeled "AlphaBoomers" says: "Every seven seconds someone turns 55 and once they do, they are eliminated from the highest end Nielsen demo measurement: 25-54. It is the fastest-growing demo group in the country and now numbers 35 million people that account for close to $2 trillion in annual spending."

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