Is it OK to be old?
We’ve done market research studies with samples as young as 11 and as old as 65. In our experience, broadcasters traditionally have tended to be wary of pursuing formats that skew too old for fear that they can’t sell them as well as they can sell formats that hone in on the ever-desirable 25 to 49 target.
We continue to see tremendous passion and levels of media usage from older targets. These older-skewing products don’t scare us, and it seems like there’s a changing tide in how other industries approach “the grey market.” Here’s a link to a good read which may give you cause to reconsider writing off the over-60 consumer:
