NBC will begin a new pitch to advertisers, media agencies and Nielsen officials on Thursday, and it goes something like this: the 55 to 64 year-old demographic is the new 18 to 34 year-old segment, reports our friend John Consoli in Mediaweek.
NBC is trying to argue that the segment of older viewers is at least as important as the younger demographic, the story notes. Allen Wurtzel, president of research and media development at NBCU, calls the older demographic the "AlphaBoomers," and says it’s "been largely ignored by advertisers and marketers."
"Every seven seconds someone turns 55 and once they do, they are eliminated from the highest end Nielsen demo measurement: 25-54," Wurtzel says. "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.”
For years NBC executives have argued quite vigorously that the only demo that matters, from an ad sales point of view, is 18-49.
NBC’s new goal is to start a discussion among chief marketing officers and to get get Nielsen to begin offering ratings data for the 55 to 64 year-old segment. Nielsen’s current age demo ratings groups stop at 54, an approach that Wurtzel says was "invented 50 years ago" and is "outdated."