Tuesday July 20, 2010

Ads Should Target Boomers

New York — Consumer goods companies are spending less than five percent of their advertising to target Baby Boomers, a group that makes up 38 percent of spending in the CPG market, according to a researcher.

A study from The Nielsen Co. finds Boomers, born between 1946 and 1964, are an affluent group that readily adopts technology and has shown a willingness to try new brands and products.

According to Nielsen, Boomers dominate 1,023 out of 1,083 CPG categories; comprise one-third of all TV viewers and are more likely to have broadband Internet access at home. The researcher also finds the demographic visits eight out of 10 of the web sites most popular among adults ages 18 to 34, including Google, Yahoo, Facebook and YouTube.