The 18-34 and 18-49 demographics have long been considered the advertising sweet spot by marketers because those age groups seem to be freer with their disposable income but now "Marketers Seek Boomers As Recession Bites", reads the headline from Media Buyer Planner....
"But those attitudes are changing. Howard Shimmel, senior vp for media product leadership at the Nielsen Company says part of the reason for the shift is that marketers are more focused on spending ad dollars to bring in direct sales than to establish brand loyalty.
?The recession has most conspicuously made advertisers far more focused on the return on their investment and more selective. For those of us focused on the baby boomer, it?s a good time for us,? Henry Schleiff, pres and chief executive at Hallmark Channels, is quoted as saying.
Another reason is that the country is aging. Boomers - the oldest of whom are turning 63 and the youngest 45 - are becoming a more dominant market and an attractive demo because they are not as resistant to change as older consumers used to be. They are far less brand loyal than Millenials and Gen Xers, and the spend twice as much as their younger cohorts on other people in their lives, making multi-generational purchase decisions because they often have older and younger dependents to shop for, a recent study by TV Land found.
In fact, a study by Nielsen and Hallmark Channels recently revealed that Boomers now account for high percentages of sales on things like beer, carbonated beverages and candy - products that used to be considered mainstays for younger consumers."
Could be a good time to refresh your knowledge of the BAC Top 40 and conduct more Customer Marketing Profiles asking specifically about 45-65 year old consumers and how your clients market and attract them and how your property interacts based on the Equation For Success Return On Investment Formula.