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Marketers Eye Morning Shows as Way Into Boomers' Wallets Survey Reveals Increased Interest in Demo's $2 Trillion in Spending Power

Jane Rockwell

Bill Clinton: one of the millions of baby boomers marketers are targeting in morning shows.

Andrew Hampp

NEW YORK -- Bill Clinton isn't the only baby boomer touting his demographic's appeal to marketers this year. The second annual local-broadcast survey from See Jane Run, a Los Angeles TV-marketing company founded by Jane Rockwell, focused on the $2 trillion in spending power of 46- to 64-year-olds, who will account for 30% of Americans by 2010.

The survey polled the producers of morning talk shows in the top 25 U.S. markets to see if they had attracted any new boomer marketers to the fold. Fifty-two percent of the survey's 46 participants said more marketers had contacted them seeking non-bought baby-boomer-targeted segments. They reported that pitches had increased an average of 27%.

Boom in boomer business

Those findings for daytime TV, coupled with the rebranding of cable networks such as TV Land and Hallmark to focus on the upper half of the 18-to-49 and 25-to-54 demos, are a testament to the boom in boomer business Ms. Rockwell and other media buyers are experiencing. After President Clinton's appearance at the TV Land upfront, Michael Parent, associate media director for OMD, said he's been pitching boomers for a while now, and it's helped to have more places to take advertisers.

"[Boomers] are watching more TV than anybody else," he said. "But we always over-deliver on the 18-to-49 demographic, so the industry isn't always going to target their creative to them."

See Jane Run has secured more than 650 branded segments for local and national morning shows in the past six years.

"This space is already crowded," she said. "Fortunately, morning-show producers ask us back on a regular basis, as securing local TV product-integration segments is the only service we provide; thus, producers know in advance they count on us to deliver content that works on their shows."

Viewership will increase

Nearly one-third of producers said boomer viewership will continue to increase for the morning daypart, citing overall increases in older watchers, and boomers are just as receptive to trying new brands as their younger contemporaries are.

"We all know the boomer demographic is out there," Ms. Rockwell said. "While women still comprise the vast majority of morning-show viewers, the forward-thinking marketers will be poised to engage boomers more fully with a variety of marketing strategies, including the all-important targeted content vis-à-vis local TV morning shows."