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FOREIGN NEWS NEWS RESEARCH

STUDY: TV ADS ARE TOP INFLUENCER OF OLDER ADULTS BUYING RETIREMENT HOMES

27. 7. 202527. 7. 2025
Television advertising remains an effective means to market and influence younger baby boomer and Generation X consumers approaching retirement age, according to the findings of a study from the Television Advertising Bureau (TVB). 80% of baby boomers and Gen Xers are reached by TV ads; 94% took some action.

“The 2025 Active Adult/Retirement Community Purchase Funnel Study,” conducted by Dynata, looked at boomers and Gen Xers who have purchased a home in a retirement community and those who plan to do so.

Eight in 10 active adult/retirement community consumers are reached by television ads, the study found, and 94% of those reached by the ads took some kind of action after seeing it, TVB said.

The study also found:

  • TV’s reach among the older consumers studied was twice that of any other platform.

  • TV was the most important influencer at all stages of the purchase funnel.

  • Among those who cited TV as the most important for awareness, seven out of 10 respondents chose broadcast TV vs. cable.

  • 94% of adults age 50 and older took some kind of action after seeing or hearing an active adult/retirement community ad on TV.

  • Of the older adults who search online, 92% said that linear TV ads influence their online search selections.

  • Local TV website/apps are the most preferred and the most visited, and over 90% of adults 50 years old and older view the ads when visiting a TV station’s website/apps.


More information is available on the TVB website.

Source: tvtechnology.com
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