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SALT LAKE CITY — Advertisers are taking a close look at people of a certain age group that used to be mostly overlooked.
In the past, most advertisers tried to target a core audience of people between the ages of 25 and 54. But more advertisers are looking at the group they call alpha boomers, or people between the ages of 55 and 64 that don't fit in with the baby boomers.
"Every seven seconds someone in the U.S. turns 55, which immediately puts them outside the monetize-able Nielsen demo &$8212; basically forgotten but not gone," said Alan Wurtzel with NBC Universal in a Media Post article. He added that those who are 55 have the same purchasing habits as the year before, but their lumped together and labeled as not monetize-able.
They're demanding that marketers pay attention to them, and when they do, those marketers are rewarded
–Kevin VanWalkenburgh with Richter7.
However, advertisers have shifted and are beginning to value the unique age group as a viable commercial target.
"They're demanding that marketers pay attention to them, and when they do, those marketers are rewarded," said Kevin VanWalkenburgh with Richter7.
The term alpha boomer was coined in 2011. A New York Times article was published highlighting the shift in big brands like Sketchers, Jeep and Kellogg's.
The article cites AARP as an example of changing in advertising tactics. The bimonthly magazine brought in Jeep and Shape-up advertisements, brands that might have been considered too youthful before, but it worked.
35-44: $742 for women, $985 for men
45-54: $747 for women,$997 for men
55-64: $759 for women, $1,035 for men
Source: BLS.gov
"We've seen an increase in advertisers targeting this booming demographic, many of whom are not the types of advertisers you'd expect to see in our media properties," Patricia Lippe Davis, vice president for marketing at AARP media, in an interview with the New York Times.
Typically the highest median income earners, many alpha boomers are continuing to work rather than retire, which contributes to more financial stability. At the same time, the 55 to 64 year old bracket is staying up to date with technology as new gadgets hit the market.
"I can see marketers who have luxury product or tech products that are more high-end maybe shift to that 35 to 64 sweet spot," VanValkenburgh said.
