Study: TV Marketers Have Receptive Audience In 50+ Demo

Is there too great a focus on millennials and younger consumers by TV marketers? A new study says the consumer data for those 50 years and older is still strong.

A Video Advertising Bureau study points out that older U.S. adults are responsible for 40% of the top consumer spending …

4 comments about "Study: TV Marketers Have Receptive Audience In 50+ Demo".
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  1. Ed Papazian from Media Dynamics Inc, April 23, 2019 at 12:58 p.m.

    Of course advertisers should  consider older consumers as being of interest and concern---unless they never buy or use the brand's product. However, the typical rebutal to the "old is important" argument is that you have no problem reaching older adults via TV---indeed you get a surplus of them in most buys. So why worry? The real question, then, revolves around how a brand is positioned and the imagry or situations it depicts in its commercials. If all of the ads are young folks oriented then you risk putting off older consumers who may constitute a major share of your customer base.

  2. Leo Kivijarv from PQ Media, April 23, 2019 at 4:22 p.m.

    This research is not new. PQ Media prepared similar data for a major media conglemerate in 2015 when it was promoting Alpha Boomers to brands and agencies.

  3. Ed Papazian from Media Dynamics Inc, April 23, 2019 at 5:10 p.m.

    Correct, Leo. Erwin Ephron and I made a similar presentation for a major TV network 30 almost 30 years ago.

  4. Danielle DeLauro from VAB, April 23, 2019 at 7:03 p.m.

    I would encourage you to read our report since one of the main takeaways is how this group feels underrepresented by advertisers....49% avoid brands who actively ignore their age group. We also point out that DTC brands are capitalizing on the value of adults 50+ with custom products and services.  Their data-driven, outcomes-obsessed founders could care less about age, they just care about revenue - regardless of the wallet it comes from. 

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