Listen Up TV, Marketing, and Advertising Executives: I'm Not My Father

In less than a month I will turn 55.  This is a significant number in the world of television programming, marketing, and advertising.

Having already moved out of the 18-49 demographic, I am about to move out of the key 25-54 group and become part of the dreaded and nebulous 55+ category. 

What will happen between now and next month that will change how advertisers and networks see me? 

I will still have more disposable income than ever.  I will still watch lots of TV. go to lots of movies, and buy lots of stuff.  I will still use numerous mobile devices, from my blackberry to my iPad2.  I will still subscribe to Netflix, have three DVRs (and time-shift most of my viewing), stream video, text, and spend a good deal of time on Facebook.  I will still play games with my 12-year-old son on Playstation 3 and Wii.  And I will continue to try new brands (at least those who acknowledge I exist).

But advertisers, marketers, and networks will now see me as though I was part of my father's generation.  I am not.  Ignore me and those like me at your own risk.

When my father was my age his son had already graduated from college, moved out of the house, and started working.  I have a 12-year-old son, and have probably spent more money this year on video games than on food.

My dad grew up during the Depression, which resulted in a whole different way of seeing the world, consuming products, and dealing with money.  I grew up during the 1960s and 1970s, in the heart of the middle-class Baby Boom generation.  

My dad was in the army during World War II.  I turned 18 the year we got out of Vietnam (part of the last group to actually get a draft card, and the first generation in many years not to go to war).

In short, I'm part of a completely different generation from my father, with a completely different mindset.  I was also among the first generation to grow up with television (he grew up with radio).

Three years ago, the Council For Research Excellence (CRE) released its landmark Video Consumer Mapping Study, which dubbed 45-54 year-olds "Digital Boomers."  This group tends to watch television similarly to the next older age group, but uses computers and mobile devices more closely to the next younger age group.

These Digital Boomers are now moving into the 55-64 age group.  Adults 45-64 should be one of the key advertising demos.  It is no coincidence that the average median age of the broadcast networks' primetime audience falls smack in the middle of this group.  They are also the heaviest DVR users.

The very idea of age being the primary driver of media usage may well be an antiquated notion.  My son just moved out of the 6th grade.  When I was his age, my classmates' parents were generally similar in age, income, marital status, and even number of kids per household.  Lifestage didn't matter much when it came to measuring media, because people of a certain age were typically in similar life stages. When I look at my son's class today, I see parents who range in age from their mid-30's to late 50s, half of whom are divorced. 

I have friends who are the same age as me, some with no kids, some with kids in college, some married, some divorced, some single.  I have friends in their 30s and 40s with kids the same age as mine.  Whose media habits are closer too my own?  When it comes to radio listening or what I load on my iPod, probably someone closer to my age (unless my 12-year-old son is in the car).  When it comes to home computer use, what movies I go to see or download, how much I text, or my video game usage, there are almost certainly more similarities to younger parents with kids the same age as mine.  My TV viewing and time-shifting are probably somewhere in the middle.

What's the bottom line?  I forget.  Oh yeah, lifestage trumps age, but if the industry insists on using age/sex as a key metric, 45-64 should be among the most significant groups to target.  

Comments

[Penelope J.]

Agree completely. Having been in advertising for many years, I imagine that marketing and media buyers are reassessing their audience, and the older age group's buying power. They can't afford to overlook them anymore. Similar to Hollywood that is finding an older people's niche, TV programming should (and is, in some cases, with programs such as "Mad Men") target this age group more. Another point to be considered, one you brought up, is that there are many more older fathers like you than there were before (though my own was 45 when I was born).

[Hanna Gryncwajg]

Thanks Steve for writing this article so honestly. Their is a lot of buzz around the importance of the boomer generation, the 50+ set. They now have a long life ahead of them and benefit from having disposable income and in some cases time to do stuff. This is the generation that lead the way through music, fashion and dared to rebel to be heard. They certainly won't appreciate advertisers ignoring them....I wouldn't appreciate it. I look forward to helping change perception and ultimately change direction of ad dollars towards this demo. Great piece.
Hanna Gryncwajg