Will Targeting the Silvers Lead To Gold For Luxury Car Makers? - DailyTRA

As the nearly 80 million Baby Boomers age out of television’s coveted 18-49 demographic, networks are rethinking their programming lineups, and advertisers in turn are also focusing on this audience which makes up a disproportionate part of TV audiences and income in this country.

The so-called Alpha Boomers are the Boomers that are now in the 55-64 year old group; some are especially well off. One might think that they would be the perfect target for a luxury car ad campaign.  While they are certainly a better target than the struggling 20-year old demographic, TRA’s Media TRAnalytics® identifies that not all Alpha Boomers are The Right Audience™ for luxury cars. A better way for Lexus or BMW to approach media targeting would be to find the right programs that reach a luxury car buyer audience. It’s called “Buyergraphics” as opposed to demographics.

Among the top rated broadcast programs, the two programs that stood out for Luxury Car Buyers were CBS’s 60 Minutes, and The Good Wife for reaching Luxury Car Buyers as well. Buying a schedule against the A55-64 demographic would lead to waste in talking to Alpha Boomers that are not buying luxury cars. TRA’s patented Media TRAnalytics® can help the savvy auto marketer turn silver into gold.

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