Boomers, Gen Xers Spots Outperform For Product Discovery

New data shows radio and TV commercials are outperforming the national average for new product discovery among Baby Boomers and Gen X, giving broadcasters a strong foundation to grow revenue by layering digital advertising to better reach Millennials and Gen Z.

According to YouGov Profiles data collected from June 2025 to June 2026, 41% of Baby Boomers+ say they discover new products through TV or radio commercials — second only to recommendations from friends, family, or colleagues (50%). Gen X follows closely at 35%, well above the 31% average across all U.S. adults.

These audiences also deliver significant spending power. 

Households headed by someone 45 to 54 — the core of Gen X — spent an average of $100,327 in 2024, the highest of any age group and far above the national average of $78,535, per the Bureau of Labor Statistics’ latest Consumer Expenditure Survey. Households 65 and older, largely overlapping with Baby Boomers, spent $61,432.

In contrast, younger generations rely far less on broadcast commercials. Only 26% of Millennials and 19% of Gen Z cite TV or radio ads as a discovery channel, both below the national average. Gen Z instead turns primarily to search engines (42%) and social media influencers or bloggers (41%).

Digital advertising fills the generational gap effectively. Ads on websites or social media platforms hold steady at 39% across both Gen Z and Millennials — matching the national average with almost no drop-off.

The data supports a bundled sales approach: stations that already excel at reaching Boomers and Gen X through traditional commercials can expand revenue by combining that strength with digital products that resonate equally with younger consumers.