Senior Living

Super Bowl ads to target baby boomers

The baby boomer generation is not only one of the largest in the country but, as advertisers are beginning to realize, they are also the most likely to spend. As a result, a good portion of ad spots during the Super Bowl are going to be aimed at the coveted demographic, dscriber.com reports.

The reason behind the shift is easy to see. Statistics show that older adults have more discretionary income than other age groups and they also control $7 trillion in net worth. As a result, even while the economy was struggling they accounted for 40 percent of consumer demand.

Advertisers have not only used the statistics to enlist the help of baby boomer celebs, they are also presenting ads in such a way that makes them more attractive to the demographic.

"They want validity," marketing expert Brent Green told the website. "Few are frivolous or impulsive in their buying choices; rather, they are deliberate with a seasoned sense of themselves. They're set to shatter traditional assumptions about the sixth and seventh decades of life."

Targeting baby boomers during the Super Bowl definitely won't come cheap, however. For 30 seconds ad time, companies paid $3.5 million, The Week reports.