Wise up: Getting ads right for older viewers

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.
  • 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands