They (the 50+) don’t grow brands really

This extract is taken from an article in Media Week about media use of the 50+

On television also there is little sign of direct targeting. As Darren Benton, business manager at Channel 4, puts it: “From a TV point of view, there is little point targeting the grey market as they watch anyway. By definition, they are available to view. I don’t think any media producer would find a future with older viewers, they don’t grow brands really.”

But what of the future, when a large proportion of the population is over 50? Will they “grow brands” then? “They will when there are that many people over 50,” adds Benton, “but by that time, being 50 won’t be like being 50 anymore.”

Nice one Darren.

The article did contain some informed comment. Jo Rigby, head of research at OMD UK, discussed a recently completed research project called UFO (Understanding Fifties and Over) and has strong opinions on the older media market. What really gets her goat are the terms “grey market” or in internet parlance “silver surfers”. In Rigby’s opinion, these “out-dated” terms are evidence of what is wrong with marketing to the over-50s.

Absolutely right.