THEME OF THE MONTH: TARGET GROUP 45+

The older target groups include both Baby Boomers (people born between 1946-1964) and older Generation Xers (born between 1965-1980). While it is true that viewing habits change over time and that different generations watch TV differently, some trends remain constant over time. The reach (average monthly reach) of this target group has been above 97% for a long time, and the amount of time the older generation spends in front of the TV screen increases with age to almost 6 hours per day for the oldest generation. In terms of TV viewing, linear TV is still the dominant mode (two-thirds of them watch it). Most of them make do with the basic offer and have no need to buy VOD services. Find out more in the Myths and Facts section.

eMarketer’s research also shows other trends: Baby Boomers remain loyal to TV, but they don’t just watch linear. Contrary to the claim that they are avoiding technology, nearly two-thirds of them like streaming services. Generation Xers, in turn, are regular viewers of both linear and streaming TV. This generation straddles the line between traditional and new media, with a 79% adoption rate of streaming services.

Today’s generation of 55-69 year olds is more active and tech-savvy than six years ago, according to research by OMG Research, focused on the so-called Silver Generation. Their standard of living is improving and those who have reached retirement age want to spend it more actively than previous generations. This target group does not hesitate to use their finances to improve their lives and enrich their experiences. Further findings on the behaviour of the older generation, as well as their attitudes and aspirations, are provided by research by GroupM cesi45plus. The information is also summarised in this article, prepared exclusively for ScreenVoice, in collaboration with GroupM’s mPanel data source.