NBCU Says Old Is the New Young

Media giant says Nielsen age demo ratings groups, which stop at 54, are outdated

NBC Universal wants advertisers to know that when it comes to consumer spending based on what they see in television ads, the 55-64 demo is the new 18-34 -- or it’s just as important as that younger demo.

Adweek.com reports NBCU on Tuesday gave the media a sneak peak at a major presentation it will make on Thursday to its advertisers, their media agencies and Nielsen officials. The presentation will offer data showing that the adult 55-64 demo is as vibrant as younger demos in ad spending, and should be targeted (and not ignored) when television marketing plans are created.

Allen Wurtzel, president of research and media development at NBCU, presented evidence from assorted sources -- including one-on-one interviews with adults in the demo -- that dispel myths about how adults 55-64 respond to advertising and spend as consumers.

Wurtzel said the demo, which he’s labeled "AlphaBoomers," "has been largely ignored by advertisers and marketers."

"Every seven seconds someone turns 55 and once they do, they are eliminated from the highest end Nielsen demo measurement: 25-54," Wurtzel said. "It is the fastest-growing demo group in the country and now numbers 35 million people that account for close to $2 trillion in annual spending.”

Wurtzel said NBC research and a survey it commissioned of people in the 55-64 demo counters common perceptions that they make less of an income and spend less on advertised products; are technophobic and brand loyal, and therefore, cannot be motivated to switch brands.

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