Younger audience near its use-by date.

Simply put, they are ahead of us. Us meaning the U.S., they meaning the U.K., Australia, France, Canada.

Here's a piece by Paul McIntyre in The Sydney Morning Herald. Excerpt:

It's a funny game, advertising. Few want to get serious about targeting those with the money - the older age brackets - which gives the network with the young guns a handy position.

But it will change when the advertising herd does start a meaningful migration to older folks.

They used to follow our leads in marketing, ape our advertising. Now, we'd be in better shape economically if we started following and aping them.