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In Shift, Ads Try To Entice Over-55 Set

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http://www.nytimes.com/2011/05/14/business/media/14viewers.html?ref=business

After 40 years of catering to younger consumers, advertisers and media executives are coming to a different realization: older people aren’t so bad, after all.

Marketers like Kellogg’s, Skechers and 5-Hour Energy drink are broadening their focus to those 55 and up, who were largely ignored in most of their media plans until recently. During next week’s upfront announcements, the annual preview of the fall television season, network executives are planning to introduce shows created to have broad appeal, including to older viewers, and the ad dollars they represent.

This amounts to a reversal in thinking that took hold during the 1960s, when advertisers first started aiming for baby boomers, the largest segment of the United States population. But the reasons for the shift are not just demographic, they are economic.

As a result of the recent recession, unemployment rates for younger age groups have been far higher than those for older Americans. The most recent unemployment rate for those 20 to 24 years old is 14.2 percent; for those 25 to 34, it is 9.4 percent. The rate for people aged 55 to 64 is only 6.2 percent.

So the old are still in the work and have cash, or so the executives hope.....

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I recollect similar stories from the 1980s. Advertisers targeting older folks with more to spend. Even the likes of fashionistas targeting the (then) 35-year-old over impoverished twentysomethings.

In reality, now as then, they'll do their damnedest to target all of us.

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  • 285 Brexit, House prices and Summer 2020

    1. 1. Including the effects Brexit, where do you think average UK house prices will be relative to now in June 2020?


      • down 5% +
      • down 2.5%
      • Even
      • up 2.5%
      • up 5%



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