• by John Gaffney , July 22, 2003

Television planners and buyers may be aiming their budgets at an older audience than many in the business assumed they did. According to a new exclusive survey conducted by MediaPost, InsightExpress and CBS, the Adult 25-54 demographic is the single most important sector media buyers and planners use when purchasing commercial television.

By a count of 93 to 89% the survey found that baby boomers were more valuable to their clients. Seniors 55-64 took 68% and Gen Y (13-24) garnered a surprisingly low 51 percent of the survey. The study found that the 25-54 demographic emerged the leading age segment that advertisers target in their media plans, with 30 percent of the respondents specifying either Adults, Women or Men 25-54 versus just 21 percent specifying Adults, Women or Men 18-49.

The study, conducted online by Insight Express, surveyed more than 1,000 top MediaPost subscribers and members, including media professionals from companies, advertising agencies and buying firms throughout the industry.

Key results also included that the 25-54 demographic emerged the leading age segment that advertisers target in their media plans, with 30 percent of the respondents specifying either Adults, Women or Men 25-54 versus just 21 percent specifying Adults, Women or Men 18-49.

The trend toward the 25-54 age segment is explained by responses to other questions in the survey. More than 58 percent of the respondents agreed with the statement that "The 'aging' of the population will have a significant effect on my media purchases" The respondents also defined the younger end of the Baby Boomers to run from a minimum of 33, to a maximum of 40. The older end of the demographic runs from 50 to 63.

CBS presented the results at its LA Press Tour gathering yesterday. The company believes the results show that planners and buyers "understand the preeminence of the Baby Boomer market and have been adjusting their targets as the members of this generation have begun moving into their fifties."

"This definitive survey of television advertising planning and buying professionals conclusively demonstrates that the current singular focus on Adults 18-49 in the coverage of the television advertising market is resulting in a distorted view of the economics of that market," said David Poltrack, Executive Vice President, Research and Planning, CBS Television. "Reports on the economics of the television advertising market should recognize the primacy of the Adults 25-54 age segment; should look beyond the audience dimensions of age and sex and should take into account the dynamic nature of that market."

The study also found that when purchasing commercial television time, media buyers and planners look beyond age in determining where to place their dollars. Among the other factors considered are income (74.5%) and education (46.1%).

For non-demographic areas, when asked the three most important factors when determining TV time, the planners and buyers selected audience composition (68.5%), reach (54.4%) and CPM (51.1%).