The belief that the over 50-market isn’t worth as much as the coveted 18 to 49-year old market is so old — at least according to Nielsen, Advertising Age’s Brian Steinberg reports.
"The measurement-and-data giant is out to prove that it is advertisers’ continued focus on younger customers that’s out of date, thanks to a massive and aging population of baby boomers as well as changes in consumers’ lifestyle sparked by new technology," Steinberg writes.
The next few decades may see a shift in how consumers spend, with younger Americans facing smaller salaries amid a tough economy and choosing to have smaller families. Meanwhile, the baby boomer generation will start to retire, with more money saved and the ability to spend more, the story says.
And while the TV market is aimed at viewers 49 and under, the average age of a prime-time broadcast viewer is almost 51, Steinberg points out. "To maintain relevance to advertisers, the big networks need to find a way to establish the relevance of older consumers if they want to continue to draw the marketers that support TV so heavily," he writes.