Brindle Media

Posts Tagged ‘demographics’

In a recent blog, radio consultant Fred Jacobs notes that advertising agencies may finally be readjusting their thinking about the value of consumers aged 55-64 year old.

“The demographic targets may finally be reacting to the Baby Boom generation. If that sounds totally counter-intuitive, the fact is that agencies essentially stopped thinking once they cemented the 25-54 target in place more than two decades ago.

The Boomer train continues to move, and those over 55 are abundant and a whole lot different than fiftysomethings of just a generation or two ago.

As David Poltrack, head research maven for CBS, points out in a recent Hollywood Reporter article, “The fact is an affluent 58-year-old is certainly more valuable than a 22-year-old who is just getting by.”
As TV demos age – the primetime average is now 51 – there’s a certain logic to advertising targets aging with them. As the Hollywood Reporter notes,Tom Selleck and Kathy Bates are winning in prime, while Classic Rocker Steven Tyler is reinventing American Idol.”

Duh!!

I remember having conversations with agencies about older consumers back in the early 1980s. Historically, the agencies used young adults in their early 20s to make decisions about the value of older consumers and there was a tendency to attribute irrelevant information about the buying habits of previous generations to modern consumers. Thirty years later, now that those 20-somethings are now 50-somethings, it’s nice to see that agency thinking is starting to change.

You can read Fred Jacobs excellent blogs at www.JacobsMedia.com