TV is still one of the main channels to reach Baby Boomers, a demographic cohort with a big presence in the Canadian market, as they represent 28% of the population, with those over 78 years old adding another 6%, according to a recent MTM study.
A report by the non-profit organization ThinkTV, based on Numeris data from September to December 2023, found that TV reaches 91% of Canadians over the age of 18, with 67% of the population consuming TV on a daily basis. Going deeper, the MTM study showed that cable is the preferred type of TV service for Baby Boomers, with 35% of younger and 42% of older boomers consuming it. Fibre optic services come second with younger boomers while older boomers are most likely to have a subscription to a satellite TV service.
Kingstar Media senior VP of sales and marketing Geoff Crain tells MiC that TV gives Baby Boomers a sense of trust in a brand, something they value highly. “Authenticity, accuracy, and trustworthiness are what they value most. Today’s advertising, especially on digital, can be deceptive and many people in the 50+ demographic have been a victim of false advertising claims, so it’s paramount that brands who want to market to Boomers are truthful and transparent,” Crain says. “Younger generations also value authenticity alongside inclusion and diversity but are geared more toward engagement and building relationships with brands via social channels.”
According to Crain, TV is an efficient platform for advertisers “as they can access premium inventory for single digital CPMs, whereas premium CTV and streaming CPMs are often ten times the price.”
Boomers also pay more attention to TV ads than those they find on social media, he says. A 2022 ThinkTV study showed that TV spots receive 1.5 times more attention than social media ads (46% vs. 30%), and 40% of Canadians also consider them the most memorable vs. 23% for social media.
“Advertisers should create an omni-channel plan that includes national linear TV combined with an audience-first, connected TV campaign. We’ve seen that 15- and 30-second ads are the most prominent and effective length to achieve this,” says Crain. “In terms of messaging, respectful representation of their generation is important, as is optimistic messaging that evokes nostalgia or emotional connection. Boomers’ buying power far exceeds that of any other generation, so it’s important to get the mediums and messages right if you’re looking to attract that audience.”
But social networks cannot be ignored in marketing strategies, since boomers also use them, says Crain. “Reaching Baby Boomers requires a different creative that aligns to their values, even on social media. The benefit of them is that you can apply niche targeting tactics to every campaign, so you can target only a 50+ audience and serve a message that is tailored to them. This is the personalization that every marketer is talking about today.”
For Jeff Vidler, president and co-founder of audio research firm Signal Hill Insights, radio also continues to be key to reaching both older and younger boomers. “Younger boomers are certainly becoming more engaged with digital media, and that includes broadcast radio via AM/FM streaming or their favorite broadcast TV shows on demand through services like CBC’s Gem, Corus TV’s Slack TV or City+.”
According to the MTM study, young boomers are the highest traditional radio listeners (88%). Older boomers are more likely to listen to terrestrial radio (83% vs. 50% who stream audio), and 68% of younger boomers prefer streaming audio.
