Advertising Strategy Shift: CBS Targets Older, Financially Stable Viewers

By emeadows
September 13, 2012

CBS, the most viewed network, is benefiting from its older audience — averaged at 57 years old.
While the oft-targeted and prized consumers aged 18-24 are delaying the start of their own households and families, and commonly living without TVs, the youngest members of the Baby Boomer generation are just turning 48 and are often financially stable.
Luxury cars, financial services and pharmaceutical companies represent the three largest ad categories for CBS and play well with older viewers.
This year, CBS expects to generate more money though ads targeted to 25-to-54 year olds than any other age category.
“Reaching younger consumers, assumed to be more open to new products, has been the primary preoccupation of advertisers since the 1970’s,” notes Businessweek. “Now the relatively better-off consumers in their 50’s are willing to try new products — and have more cash to buy them.”
While advertisers still pay a premium for younger audiences, the older viewers are gaining more importance in the advertising realm with the realization that the struggling economy hasn’t affected them as much as younger generations.

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