Advertising to the 50-plus market

This joint research report by OMD and 20plus30 Consulting aims to help marketers understand how older consumers in the UK respond to different types of advertising.

Advertising to the 50-plus market

Jo RigbyOmnicom Media Group, EMEA

Dick Stroud20plus30


  • The 50-plus age cohort is made up multiple lifestyle groups each with different consumer values, attitudes and behaviours.

  • Each lifestyle group has a different response to advertising and types of creative.

  • The “craft – results” model of categorising creative provides a simple and effective way of predicting how the over-50s respond to ads.

  • The factors of age, affluence and socio-economic group are limited proxies for predicting older people's response to ads.

  • Women of all ages have a higher recall of advertising...

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