The Older Audience Is Looking Better Than Ever

Those attitudes have been changing, for a couple of reasons. One is the recession, whichmakes older consumers who may have paid off mortgages seem a safer bet than youngerones who may get laid off in last-hired, first-fired downsizings.

“Especially in this economy, with marketers’ budgets under so much stress, they wouldprefer to spend dollars on today’s sales instead of thinking about establishing brand loyalty,” said Howard Shimmel, senior vice president for media product leadership at the Nielsen Company.

The other reason for the change is demographic. The estimated 78 million people bornfrom 1946 to 1964 — who have long set the agenda for Madison Avenue because of their numbers — are aging. The first boomers are turning 63 this year, and the youngest are turning 45.

危机改变目标市场