Baby Boomers Key TV Influencers

SAN DIEGO - March 3, 2014 - PRLog -- Responding to a front page Los Angeles Times story entitled “For Prime Time, Aging Boomers Are Next Big Thing,” Bob Gavin, President of Baby Boomer Marketing Group, discussed key elements of his ad agency’s strategy for reaching the ‘Moneyed Generation.’


“Our generation has adapted to a world of changes in how we receive and disseminate communication but we still get the bulk of it from ABC, CBS and NBC” says Gavin. “Over the past decade, baby boomers have seen their world change dramatically. Unlike their grandchildren, boomers didn’t even have a computer until they were 40 years old,” Gavin said. “They’ve watched the web grow from nothing, seen start-up social media companies grow into billion dollar concerns and seen the proliferation of dozens of television networks. The fact that Madison Avenue is recognizing who really holds the purse strings—mom and dad—is perhaps the greatest development over the past few years. In other words, boomers rule the roost because they’ve still got the equity and income to buy high-end products.


“When you look at the media landscape today, we see very split sides,” Gavin said. On the one side, we see an endless hammering to Millennials. They are trendsetters but since they’re young, they’ve got fewer income years under their belts.

“On the other side, the Baby Boomers are the ones owning homes making home improvements; traveling; preserving their fading youth via beauty products and buying, buying, buying. This is the reason why the networks are reaching this group in prime time. Baby boomers are not out socializing at 9pm like their kids; they’re watching TV. And they’re watching specific actors they’ve seen for much of their adult life. Heck, we’re seeing Bill Cosby come back; watching Robin Williams again; and checking out the looks and moves of Ted Danson, Mark Harmon and Tom Sellock. This process is not a retread; it’s an extension of the type of talent this group wants—laughs and drama.”

“For shop keepers and local retailers, our agency recommends a healthy dose of broadcast media like tv advertising and radio advertising. We also recommend significant budget investments toward the web, social media management and mobile media segments too,” Gavin said. At day’s end, baby boomer marketing is where the gold is located. The key is having a guide and creative agency to help you achieve that.”

Bob Gavin, MSA, is President of the Baby Boomer Marketing Group, a San Diego advertising agency. Prior to starting the agency eighteen months ago, he co-founded Gavin & Gavin Advertising, Inc., and managed eighty-five clients for that firm 20 years with wife Sally Gavin. You can visit the firm’s website at www.babyboomermarketing.com or call 1.619.987.7292.