TV Week magazine ran a special report this month foced on the growing momentum in media and advertising targeting 50+ audiences. Along with the usual flotsam about affluent boomers and their supposed obsession with 1960s sitcom reruns (e.g.  TV Land cable), the report contained these interesting nuggets:

• Retirement Living TV surfaced as the “most-wanted” network that cable systems want to add to their lineups in a recent survey. The channel was named as the top “get” for networks passing 1 million to 40 million homes by 43% of respondents.
• A senior media buyer at agency Media Contacts claims that the old bias toward the 18-34 demographic is dying off:

“The old story of all advertisers wanting to focus on the 18 to 49 demographic is fading, because the boomer audience is continuing to grow and they control a tremendous amount of spending,” said Adam Kasper, senior VP and director of digital media at Media Contacts, a division of media agency Havas. “Advertisers are lagging behind a little, but they are starting to realize there is money here.”

The report also notes growing advertiser interest in targeting Boomers and seniors via online video campaigns.

This entry was posted on Saturday, February 23rd, 2008 at 9:55 am and is filed under Advertising, Marketing, Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.