This report was produced and published by System1, visit their website here.
Wise up: Getting ads right for older viewers
37 min read
Research on WARC, January 2023
Summary
This report addresses the problem of age representation head on by exploring the scope of the issue – what advertisers are doing to represent older people – and spotlighting the ways brands are getting it right.
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- There’s a raised awareness in adland of the need to do right by the middle-aged and older, and campaigns like “Me No Pause” are working hard to change a culture that renders older women, in particular, invisible.
- System1 selected 56 ads from its Test Your Ad database that either feature or target older people and tested these ads with a nationally representative sample to understand how the general public feels about the ads.
- 27 of these ads achieved a Star Rating of 3-Stars or higher among custom samples.
- These ads have proven appeal to older audiences and the report focuses on them to understand the themes and choices that led to this success.
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