By focusing too much of their marketing muscle on teens and young adults, the entertainment and advertising industries are missing out on key opportunities to sell their wares to 40- to 59-year-old baby boomers -- the fastest-growing segment of the U.S. population with the most money, power and influence, according to leading baby boomer expert Ken Dychtwald. Speaking at a Monday breakfast sponsored by TV Land at the Beverly Hills Hotel, Dychtwald said his San Francisco-based Age Wave consulting firm is the first to carve out demographic data based on the 40- to 59-year-old segment of the population, "which happens to be where all the power is and happens to be where all the growth is." Age Wave was hired by TV Land last fall to research the behaviors and attitudes of baby boomers -- the cable network's target audience.
- 3/20/2006
- The Hollywood Reporter - Movie News
TV Land said Wednesday that it has enlisted Ken Dychtwald, an authority on baby boomers, and his San Francisco-based consulting firm Age Wave to conduct a study exploring consumer behaviors and attitudes of the baby boom generation (Americans born between 1946-64). Dychtwald and his firm will develop and execute a "state-of-the-generation" presentation to TV Land advertisers in March and conduct a national study that "examines their social influence and consumer trends on a wide range of issues pertaining to entertainment," with the findings set to be released in September. "Baby boomers are such an important part of TV Land's success that it's natural for us to take the lead in learning what their expectations are from the entertainment industry," said Larry Jones, president of TV Land and Nick at Nite.
- 10/20/2005
- The Hollywood Reporter - Movie News
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