Insight: U.S. consumers over age 50 have 42% more disposable income than average consumers. By 2025, 40% of all adults will be seniors, while the under-49 audience will remain flat.
Opinion: Despite the media industry's fixation on youth, companies that want to grow must recognize that seniors are the fastest-growing, wealthiest audience. Realize that 25-year-old media planners aren't aware of this.
Tip: Throw out your visions of the stereotypical senior citizen. Think of older people as active, vibrant and technology-savvy.
Growth categories: Beauty, healthcare, travel and entertainment sponsorships targeting seniors. Soft drinks and snack foods also hold big, untapped potential for senior sponsorship.
Peeve: The surprising number of TV commercials that still use seniors in a