Young, Young, Young. That seems to be the mantra of too many marketers who adhere to the old rule of marketing: that it is useless to bother advertising to the older generation because they are already brand loyal and it is a waste of money to try to sway them from their loyalties.
Oddly, they have more discretionary income than any other demographic group.
You have the whole baby boomer generation, the oldest of which are now 57 years old, says Brad Adgate, senior vice president and corporate research director at Horizon Media.
The irony is that nobody targets them. Youre starting to see that change, but a lot of advertisers overlook the fact that they have a lot of leisure time and have more discretionary income.
Hmm…time to adjust those media plans?
Medialife: Debunking myths
about older viewers
