If you are spending monthly budgets for £25k+ in newspapers & magazines with products that target the mature market then TV is a great addition to your schedule.
The 65+ market are high consumers of daytime TV, where you can target them efficiently with the right channel selection. The programming in daytime is low engagement so response rates are higher, and due to the wide variety of channels available you can select the channels with lower viewing figures to make it low risk during the learning phase.
Many agencies buy TV as a package of channels, the sales house bundles channels together and you agree a budget across these channels, but they can weight the delivery by channel to suit their inventory. This is fine for branding and products with a very broad audience, but if you are going for a niche audience (like 65+) then there is too much wastage for this approach to be efficient. For example the UKTV channels would include Drama, Alibi, Yesterday, Home, Really, Gold, Eden (all good for 65+) but also Goodfood, W, Dave (not good for 65+) – the same would be true of the Sky packages.
Adults 65+ view TV mainly in a comfort, unwind or In Touch state
The states typified by the 65+ audience and indeed the programming within them, are conducive to response; for comfort and unwind they are in relax mode, the content is low engagement and easy to view and for In Touch it is news, current affairs and documentaries – again programmes that are easy to interrupt and to act on an ad.
In contrast, the higher states for a younger audience are distract and indulge, which include series and movies which are highly engaging.
|Target||Channel Group …||A65+ IMPACTS (R/W)||A16+ IMPACTS (R/W)||Proportion of 65+ viewers|
The stats above show the % of viewing impacts that are 65+ as 35%, the 65+ population is 23% therefore there is a positive index of 152 so a very strong market to get targeting through this medium.
Attinger Jack can help you approach TV on a low-risk, test basis. Every channel on your schedule would be chosen purely to deliver the best results for your business and not for any other reason.