TalkSport’s offensively ageist advertising in the marketing press continues with its “Chairway to Heaven” campaign. But the insulting content designed to attack the listeners of rivals is questionable for reasons other than taste. According to TalkSport’s own figures, 55 per cent of its listeners are aged 45 years or more.
So why imply you have a young audience, and more fundamentally, why pretend you have a young audience when older audiences hold the majority of the spending power?
McKenzie is not alone in defying logic when it comes to mature consumers. The majority of companies still produce campaigns aimed at the diminishing youth and young family sectors rather than the increasingly wealthy over-50s.