Over 50s still a blindspot on ad agenda

Advertisers are failing to capitalise on the spending power of an emerging market of early retirees with hedonistic lifestyles and youthful aspirations, according to research by the Economic and Social Research Council.

Technology, leisure and entertainment companies, which tend to zoom in on the youth market, are missing out on opportunities by not pitching their products at the over 50s, who are increasingly adopting similar lifestyles to younger people, claims the authors of the research.

“There seems to be almost a blindness among advertisers when it comes to the potential of the 50-plus age group,” says Dr Jonathan Scales, of the Institute for Social and Economic Research at the University of Essex and one of the authors of the “Fit and Fifty” report.

“Advertisers, especially in the leisure categories, need to realise that this is a group of people with tremendous disposable income and the time to spend it and who have got 20 to 30 years of active life ahead of them,” says Dr Scales.

Rupert Howell, president of the Institute of Practitioners in Advertising, says: “Agencies have already taken on board that people in their 50s no longer consider themselves old. For example, 60 per cent of small cars are sold to the over 50s, but the imagery in these ads is always very young, which will appeal to the young at heart. Just because you show a 20-year-old in an ad does not necessarily mean it will only appeal to people in that age group.”

Recommended

Heinz shakes up Ketchup bottle labels

Marketing Week

Heinz is launching a limited-edition range of Tomato Ketchup bottles with labels featuring quirky quotes instead of its brand name. It will be the first time the food giant has rolled out a product without a brand name, although bottles will retain the Heinz logo. Sharon Ellis, category manager for Tomato Ketchup and hot condiments, […]

Women ‘take in more TV ads than men’

Marketing Week

Women are more responsive to television advertising than men, and advertisers trying to target both sexes should consider additional ads through male-biased media, according to a survey by CIA MediaLab. The survey, carried out by CIA sister company OHAL, found that women are 11 per cent more responsive to television ads than men. CIA says […]

Channel 5 plans BSkyB Open rival

Marketing Week

Channel Five is to take on BSkyB’s Open with the launch of a rival television shopping service. It is believed that C5 is seeking retail partners for the new service, which will launch by the end of next year. It would be the first digital terrestrial operation to offer television shopping. No one at Channel […]

Comments

    Leave a comment