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The Baby Boomer Generation is the most avid television watchers of all generations. While many generations have begun cutting cable and only watching TV on mobile devices, the Baby Boomer and Senior generations spend substantially more time watching TV than younger generations. Studies show that adults over the age of 50 watch more than 43 hours of TV per week. For advertisers that want to keep their ad spend down, even though they would like to include television commercials, it is important to supplement their campaigns with less expensive media types like Digital and Print advertising that allow for a longer campaign. Studies show that multimedia campaigns that include a combination of Print, TV, and Digital typically produced the highest Return on Investment and are one of the best ways to effectively advertise to Baby Boomers. For more information on how to effectively advertise to Baby Boomers, check out this additional post.
Advertisers looking to effectively advertise to Baby Boomers can reduce cost and increase return by segmenting this group based on interest or location. Because this generation is so large and diverse, it’s nearly impossible to advertise to them all at once.
When it comes to Digital advertising, Baby Boomers do shop online. However, they still tend to prefer some more traditional forms of advertising. When thinking about how to advertise to the Baby Boomer it is important to consider the path they take to the website. Generally, it starts from a Print or Television ad and then moves to the website. When thinking in these terms it’s important to make sure display ads are easy to read and include as few as clicks as possible from the ad to the point of sale.
Another way to strategically reach smaller segments of Baby Boomers is through Niche Publications. Niche Publications are a great way to reach high earning, well-educated individuals who are travel enthusiasts as well as avid collectors. In fact, well known niche publications boast readerships with higher than average household incomes.
Baby Boomers are also active pop culture readers of publications like National Enquirer, Globe, and the Examiner. Because readers of these publications regularly keep up with their favorite publications, and trust them as a resource, they trust their advertising and are avid mail, phone and internet shoppers. The average Globe and Examiner reader has spent an average of $485 on these types of purchases in the last year, while the average National Enquirer reader has spent $521 a year on average. Over 63% of USA TODAY readers are 50 or older.
Baby Boomers are traditionally brand loyal and are known to share information about their favorite brands. These affluent, college-educated consumers can be targeted based on region, through the presence of the local edition markets.