TV is, by a large margin, the best way to reach Boomers (born before 1965), according to marketers and agency professionals responding to an Advertiser Perceptions survey. Presented with 10 media categories and asked to identify the best one for reaching and delivering meaningful results from this large generation, fully half (51%) of respondents chose TV, with agencies (59%) more likely to agree than marketers (41%).
Print (10%) was a distant second, followed by digital (7%) and direct mail (7%).
The perception that TV is best makes sense given the wide disparity in TV consumption between Boomers and Millennials. For example, during Q4 2016, the 65+ age group watched more than 3 times more TV on a weekly basis than the 18-24 bracket. Read the rest at MarketingCharts.com.