Why Ad Agencies Still Target Young Demos

A colleague was preparing a pitch for an ad agency wanting to reach men 35-54 for a sports outdoor outfitter.  I am not a hunter and fisher but have friends and acquaintances who live to do both.  They are all pushing the other side of 50.

So why then such a narrow age target?    Isn't the 50-65 a very lucrative age group considering that age group is getting into their best earning years with probably less expenses at home?

When will the ad world wake up to baby boomers?  Thanks to Chuck Nyren for this video.

Whats your demo?

Usually the second thing a sales rep says when talking to an ad agency. (The first is "order desk"!)

And for about 25 years working in media sales the demographics that agencies would usually ask for is adults 25-54. As Sam Cooke sang, "A change is gonna come".

While the focus in the marketplace has been young, mature adults cannot be ignored any longer. Baby boomers make up the biggest portion of the population. (Boomers considered to be born between 1946-1964)

Notice how the median age. In 1970 it was 27.9 and today its 39.



Chuck Nyren is an international creative strategist, consultant, copywriter, columnist, author, and speaker and his presentation on marketing to baby boomers.

His presentation on marketing to baby boomers is a great eye opener.

Tony Mariani