TV Hits The Spot With Affluent Greys

TV advertising is the most successful way for brands to reach the UK’s over 50 population, according to the latest research from Thomson Intermedia.

The study, which investigated the marketing and advertising strategies of eight UK brands currently targeting the so called “affluent grey market,” shows that TV advertising accounts for the largest portion of marketing spend with every major brand analysed spending over £1m a year on TV commercials.

According to the report, which was commissioned in response to the growing number of brands attempting to target the over 50’s market, trust, confidence, quality, reliability and service are the key brand values used to market products to affluent greys.

Relationship marketing was also found to be key among advertisers seeking to build brand loyalty and create a sense of community among the over 50’s, which account for over one-third of the population and have a large disposable income.

Thomson Intermedia’s research director, Charles Ilsley, said: “If you can reach the affluent grey market effectively you will reap the rewards, they are extremely reactive to advertising and have money to spend.”

The study, which looked at the influence of brands such as; Benecol, BUPA, Cornhill Direct, Imperial Cancer Research Fund, L’Oreal, Reader’s Digest, SAGA Holidays and Seven Seas, found that BUPA and Benecol received the highest advertising recall from their TV campaigns, while SAGA Holidays and Reader’s Digest received the highest recall from their direct mail activity.

Thomson Intermedia: 020 7549 4343 www.thomson-internedia.com

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