08 January 2009

Boomers: The Overlooked Media Sweet Spot

Not much new here, points I’ve been making for years in television/radio/print/web news interviews, articles, my book, this blog, during consulting and speaking engagements – although it’s nice to see the industry finally catching up:
Boomers: The Overlooked Media Sweet Spot
nielsen2 For media planners and buyers, step one is understanding the importance of Boomers in terms of spending power. Step two is evaluating how well the current media strategy delivers against Boomers—then making necessary changes.
Nielsen also blogged it, if you feel like commenting.
For example:
The Nielsen/Hallmark analysis revealed that there was no clear distinction between Boomer households and younger households in terms of brand loyalty. In fact, Boomer households may actually be less brand loyal.
A quote from a review of my book (the 2005 edition) by Dr. Joyce M. Wolburg of Marquette University, published in The Journal of Consumer Marketing:
A second favorite excuse of agencies is: "Baby Boomers don't change brands" (p. 52, italics in original). Nyren dismantles this excuse nicely with examples of brand switching, and he further acknowledges that in cases where loyalty to a brand does exist, marketers who do not target Boomers give them no reason to change.
Read the full review. (PDF)
A Handful of Related Posts:
Forgotten Consumers
Study: TV's youth obsession backfiring
The steady glow of the Boom tube
Television programmers take note of the Silver Tsunami
Calcified Advertising Agencies
The Media & Baby Boomers: Joined At The Hip
CNBC, Hampton, Jerry and Me

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