Forget under 50s, older Aussies have plenty of cash to spend – and advertisers are missing out


New research claims there is a ‘Super Consumer’ demo who are spending $2.3b in weekly

Nine Entertainment has held a livestream presentation this morning where new evidence has been presented showcasing a core audience who are currently being ignored by advertisers.

For years we’ve been told about the importance of 16-39 and 25-54, but the new research conducted by Nine and Kantar show 55-64s are “super consumers” with a high disposable income.

Richard Hunwick, Nine’s Director of Sales – TV & Radio, says advertisers need to rethink their spending strategies:

“There’s a blind spot in a lot of advertising and it’s a gap worth $2.3 billion in weekly household spending,

“Our research paints a clear picture of how the 55-64s are the new power group of highly valuable super consumers.

It’s an interesting play by Nine but is believable because it’s not born out of desperation.

In July TV Blackbox revealed Nine was #1 in the Under 50s demo in the survey calendar year with a 38.3% share, followed by Seven with 34.1% and 10 in third position with a 27.6% share.

Despite being able to claim younger viewers, Nine wants advertisers to know older Aussies have money to spend.

According to Denise Hamblin, Head of Sensory at Kantar the perception of older Australians is way off the mark:

“Our research has shown that too often this group are shown as being in a life stage of decline when life is actually on the up,

“They’re happier, more body-confident, more financially secure and less constrained by social expectations than younger groups, leaving them feeling ignored and stereotyped by media and advertising.

I will say the most compelling slide I saw was the comparison between a 50-year-old in 1985 versus a 50-year-old today. It did make me chuckle.

But the big question is whether advertisers will think it’s cool to advertise to older Australians – even if the research shows they would be better servicing their clients.

It will be a big transition for buyers but it’s one that could reap benefits.

You can find more information here:

Robert McKnight
"Leading TV commentator" - The Daily Telegraph | "Known for his impeccable sources in the TV industry" - The Daily Mail | "Always first with the correct info" - Beau Ryan | Robert McKnight is a highly regarded Australian Television Producer having worked at SEVEN, NINE and TEN during his 25 years in the industry. Publicly he is most well-known for creating and producing STUDIO 10 but has worked on SUNRISE, THE MORNING SHOW plus other prime time productions in addition to creating award-winning news campaigns for both 7NEWS and 9NEWS. Currently, Rob is the host and producer of the TV BLACKBOX, MCKNIGHT TONIGHT and MONSTERS WHO MURDER podcast, and was the creator, host & executive producer of the video streaming show THE ANJ, ROB & ROBBO SHOW.



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