Over-55s turned off by ’clever’ TV advertising

Older consumers feel disenfranchised by many TV ads and prefer straight-talking, realistic creative treatments according to research from Carat Insight.

Older consumers feel disenfranchised by many TV ads and prefer

straight-talking, realistic creative treatments according to research

from Carat Insight.



Topping the hate list for the over-55s are ads which are blatantly about

selling a product for profit, rather than about building long-term

relationships with consumers.



Advertising which portrays real-life situations, such as the Oxo family

ad campaigns by J. Walter Thompson or BT’s ’it’s good to talk’ ads by

Abbott Mead Vickers BBDO, get the thumbs up among grey consumers.



The research - which included quantitative studies among 1,800 adults

and qualitative research with eight focus groups - found that older

people are more likely to rely on recommendations from family and

friends or third-party endorsements than advertising.



When asked to identify what makes a good ad, 17 per cent of respondents

plumped for ’clever’ ads, 16 per cent appreciated ads with lots of

information and just 1 per cent plumped for sexiness. Famous people,

children and animals were also eschewed by the over-55s.



The Grey Matters study also found that most over-55-year-olds felt that

ad campaigns were too cryptic and not aimed at them, despite the fact

that this age group - around 15 million consumers - accounts for around

40 per cent of consumer spending.



The grey market is an increasingly important target for advertisers and

the number of over-55s is expected to grow by 50 per cent over the next

30 years. By the year 2030, over-55s are expected to account for 43 per

cent of the population.



Dr Wayne Fletcher, the head of consumer insight at Carat Insight, said:

’The over-55s were once regarded as a group of has-beens. However,

enlightened marketers should court them with as much vigour and zest as

affluent thirtysomethings.



He added: ’This market represents the fastest growing sector of the

population over the next ten years.’



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