DRTV Media Buying Targeting Baby Boomers

There are 78 million baby boomers and they represent over 27% of the U.S. population, make up 46 million households and have a combined estimated spending power of $1 trillion a year according to Business Week and Time. Those are numbers that any savvy media buyer cannot ignore. There are many misconceptions about boomers, so understanding more about this generation is critical, since they represent such an important segment of the population.

Boomers were born between 1946 and 1964 and half are 50 or over and they start turning 60 this year. Now that the average life expectancy of Americans is over 77 years, many now think of 50 as a time to restart their lives. Boomers over 50 are not anxious to retire. Fewer than 20% see themselves as totally stopping work and 81% of boomers expect to keep working past 65, according to a recent Merrill Lynch & Co. survey. Many plan on starting a new career, such as a home based business or working as a consultant in their field.

Until recently, many advertisers and media buying experts felt that the over 50 market was not worth pursuing. They focused on the 18-49 year old marketplace. Now many are beginning to realize the spending power of boomers. They also are realizing that boomers are experimenters and are not locked into specific brands. In fact, they are more willing to switch brands than other segments of the population.
Peter Koeppel is Founder and President of Koeppel Direct

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