We'll be reporting many ratings breakdowns for the 18-49 age group, the so-called "demo" that advertisers covet. (Although sometimes the "demo" is 25-54 or other ranges).
With all the hub-bub about that age group, you'd think they dominated US spending on certain heavily TV advertised categories, but that's not the case.
Consumers aged 55-64 spend virtually the same on a per capita basis as younger consumers for Alcoholic beverages, New Cars & Trucks, and Audiovisual equipment. Even consumers aged 65-74 don't spend drastically less.
I understand that in marketing it's important to get your brand into someone's mind early in life in many cases, but can that be the only driver for the frenzy over that age group?
Disclosure: I'm in the "demo" but only for 2 more years. Could this be fear of impending irrelevancy to advertisers talking?
A chart of the sizes of the consumer age groups in the US