As the money flows, so goes TV programming. For decades, the TV industry has created shows that appeal to 18 to 49-year-olds, the age group advertisers traditionally consider most likely to buy new products. But, as boomers continue to age out of the coveted demographic, networks want to charge advertisers more to reach this group. After all, 50+ers still watch a disproportionate amount of TV, and control half of all U.S. consumer spending. So, 66-year-old Tom Selleck and 62-year-old Kathy Bates now have leading roles in hot, new programs, and American Idol's ageless Steve Tyler, still excites boomer fans.
Marketers who follow the traditional thinking that older people spend less money, have little interest in new products, and have brand preferences set in stone are missing out on a gold mine. Today, a cadre of 77+ million boomers are trampling conventional marketing wisdom on their way to purchasing new technology, new cars, and whatever else fits their active, independent lifestyles. Boomer spending is leaving younger generations in the dust. To find out how to nurture these aging big spenders, check out this article. Perhaps, the next article should be about how to become one of these big spenders!