"Put Millennials First," a PR piece, is NDN's push to get young people to engage politically. That's a good thing. Doing this by hammering supposedly anti-young media outlets about broadcast ad buys is not. Hais and Winograd lead with the statistic that Millennials have 11% more buying power than Boomers did in the 1960s and 70s. So what? my millennial familials would ask. The writers cite research/consulting firms; one whose initiative brought Millennials to the attention of broadcast media, estimates people born between 1982 and 2003 make up 27% of the population. Table 7 U.S. Census shows 307,007 (in thousands) total population. 88,880 are between 8 and 29, so it's actually 28.95%. The authors save their damning comments for a CNN survey that had a questionable 10% of respondents under 34. I need to see CNN's viewer statistics, but I'm betting 8-29 year olds aren't watching CNN period, and would it matter if they were? OurTime president swings another balloon hammer at CNN. A little book "How to Lie with Statistics" by Darrell Huff, written in 1954 still applies now. More than is a great advertising gimmick. More than/less than is meaningless. Americans 18-34 years are not Americans born between 1982-2003, and therefore not Millennials as defined by the reporters. Americans 18-34 representing more than 30% of people over 18 is statistically insignificant in their argument, and a lie. The number is 21%. The other naked emperor in the room is that chances are outstanding that Millennials are not spending their own money. They are spending mom and dad and grandpa and grandma's money. Statistically, and with real buying power, this is the group to write ads for, to attract, to jump up and down on statistics about.
Showing posts with label boomer bucks. Show all posts
Showing posts with label boomer bucks. Show all posts
Monday, May 2, 2011
Media Ad Buys: What Audience Has the Money?
"Put Millennials First," a PR piece, is NDN's push to get young people to engage politically. That's a good thing. Doing this by hammering supposedly anti-young media outlets about broadcast ad buys is not. Hais and Winograd lead with the statistic that Millennials have 11% more buying power than Boomers did in the 1960s and 70s. So what? my millennial familials would ask. The writers cite research/consulting firms; one whose initiative brought Millennials to the attention of broadcast media, estimates people born between 1982 and 2003 make up 27% of the population. Table 7 U.S. Census shows 307,007 (in thousands) total population. 88,880 are between 8 and 29, so it's actually 28.95%. The authors save their damning comments for a CNN survey that had a questionable 10% of respondents under 34. I need to see CNN's viewer statistics, but I'm betting 8-29 year olds aren't watching CNN period, and would it matter if they were? OurTime president swings another balloon hammer at CNN. A little book "How to Lie with Statistics" by Darrell Huff, written in 1954 still applies now. More than is a great advertising gimmick. More than/less than is meaningless. Americans 18-34 years are not Americans born between 1982-2003, and therefore not Millennials as defined by the reporters. Americans 18-34 representing more than 30% of people over 18 is statistically insignificant in their argument, and a lie. The number is 21%. The other naked emperor in the room is that chances are outstanding that Millennials are not spending their own money. They are spending mom and dad and grandpa and grandma's money. Statistically, and with real buying power, this is the group to write ads for, to attract, to jump up and down on statistics about.
Saturday, April 16, 2011
What If Age and Sex Didn't Matter?
Never imagined this question would have an answer in my lifetime, but we may find out soon enough. Marty Kaplan writes that the emperor of TV advertising pricing has no clothes. How erroneous are the Nielsens? "Essentially invalid. No link," said CBS Chief Research guru, David Poltrack. Continuing reliance on the coveted 18-34 age group will be anathema to marketeers. About damn time! Now we'll be in for a bunch of cluster, um, taste and behavior psychographics, but I'll take that shift. It is not possible to ignore the boomer bubble, and now there's money involved. As I wrote before, those who marketed to the purchasing preemies are in for a rude awakening right fast. Not just TV, but movie money will redirect. Boomer bucks. Stay tuned.
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