Nielsen Says Advertisers Should Target Older Viewers

By Andrew Gauthier 


Wading into the ceaseless debate regarding whether advertisers are too focused on younger consumers, Nielsen has joined the chorus questioning why there is not more emphasis on reaching the swelled baby boomer segment.

The measurement company says that by overly focusing on demos such as 18-to-34 and 18- to-49 year-olds, “advertisers and consumer goods manufacturers are overlooking a group that has tremendous buying power.” There are an estimated 78 million boomers, where the oldest are about 64 and the youngest around 46, meaning they are about to age out of the advertiser-coveted demos. More…