Nielsen Wire » buying power

Recession Turns Boomers Into Perfect Catch For Advertisers

Nielsen Wire — Mon, 20 Apr 2009 16:20:03 +0000

Baby Boomers may be the perfect catch for advertisers in this unstable economy, according to new research from Nielsen. Not only are Baby Boomers spending the lion’s share of consumer packaged goods, but are also watching more TV and spending more time on the Internet than Millenials age 18-44. Boomers watch 39 hours of TV per week compared to only 27 hours a week for Millenials. Boomers also use the Internet almost 7 hours per week compared to 6 hours a week those for those 18-44. Read the full study here.

More proof that Boomers should be looked at by advertisers is Nielsen research from January which shows baby boomer households represented more than 50% of sales in 98 of 122 consumer packaged goods (CPG) product categories analyzed in a recent report by Nielsen and the Hallmark Channel. That adds up to almost $200 billion in total sales in those categories.

In the New York Times today, Nielsen’s Howard Shimmel said, “Especially in this economy, with marketers’ budgets under so much stress, advertisers would prefer to spend dollars on today’s sales instead of thinking about establishing brand loyalty.”

Read the full article in the New York Times.

Baby Boomers: Wrongly Overlooked By Advertisers?

admin — Thu, 08 Jan 2009 14:31:17 +0000

Baby boomer households represented more than 50% of sales in 98 of 122 consumer packaged goods (CPG) product categories analyzed in a recent study by Nielsen and the Hallmark Channel. That adds up to almost $200 billion in total sales in those categories.

But despite the evident buying power of boomers, many advertisers — intent of wooing loyal lifetime customers — continue to focus their advertising on younger consumers.

Writing in the January issue of Nielsen’s “Consumer Insight” online newsletter, Howard Shimmel, Senior Vice President, Consumer Insights, Nielsen, and Jess D. Aguirre, Jr., Senior Vice President, Research, Hallmark Channel, urge advertisers to rethink that media strategy.

“Advertisers who fail to recognize the economic value of Boomers, and continue to allocate media dollars to younger audiences, will fail to deliver Boomers and capitalize on their spending power today,” Shimmel and Aguirre argue.

Read the full article.

View the latest issue of “Consumer Insight.”

Baby Boomer Buying Power: A Force To Reckon With

admin — Wed, 10 Dec 2008 16:17:04 +0000

Baby boomers are beginning to retire from the U.S. workforce, but according to Nielsen, their buying power remains strong.

Households with baby boomer members — born between 1946 and 1964 – account for nearly $230 billion in sales of consumer packaged goods (CPG) products and represent 55% of total CPG sales, a new study by Nielsen and Hallmark Channel reports.

The research, which examined the CPG spending power and brand loyalty of baby boomer households, found that baby boomer households’ share of sales is 5 points higher than their share of population, according to Nielsen and Hallmark.

Nielsen and Hallmark also tracked baby boomer purchases of over 6,500 brands measured by Nielsen’s Homescan consumer panel that have over 1% US penetration. Of these brands, Baby boomers account for over 50% of sales for 72% of those brands.

The research for Nielsen and Hallmark’s joint study was conducted via the NielsenConnections Brand Target Audience products, which combine Nielsen’s Homescan consumer panel with Nielsen’s national television sample and its Nielsen Online Internet sample.

Hallmark Channel is the first cable television network to license the NielsenConnections Brand Target Audience products.

View the full press release.

Read coverage of Nielsen’s findings in Multichannel News and Ad Age.