The Magic of the "Demo"?

Categories: TV Advertising

Written By

September 6th, 2007

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.

US Consumer Expenditures by Age Group

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

US Consumers by Age Group


 
  • Robert Seidman

    I knew the data would support my thinking on this when it was tracked down.

    The two concepts that pop up about the older demo (let's call it 55+ and give you a few extra years!) are:

    - they are more impervious to advertising
    - they don't generate as much income

    Though I haven't surfed the BLS website in the middle of the night for a few months, I seem to remember that the income for 55+ while lower, was not drastically different.

    Soon the “millennials” will be all the rage as far as demos go, and we'll have to suffer through all the “Millennials Impervious to Advertising unless it's on Facebook” discussion as billions and billions in advertising are thrown at getting their attention.

  • Robert Seidman

    I knew the data would support my thinking on this when it was tracked down.

    The two concepts that pop up about the older demo (let’s call it 55+ and give you a few extra years!) are:

    - they are more impervious to advertising
    - they don’t generate as much income

    Though I haven’t surfed the BLS website in the middle of the night for a few months, I seem to remember that the income for 55+ while lower, was not drastically different.

    Soon the “millennials” will be all the rage as far as demos go, and we’ll have to suffer through all the “Millennials Impervious to Advertising unless it’s on Facebook” discussion as billions and billions in advertising are thrown at getting their attention.

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