NBC's new push to market to baby boomers.

Photo by James Vaughan / Creative Commons, Thanks!

When did the term "AlphaBoomer" become popular? According to NBC Universal, being old is the new young. Unlike in years past, the 55 to 64 year old crowd is cool, growing and in demand by marketers:  

"It is the fastest-growing demo group in the country and now numbers 35 million people that account for close to $2 trillion in annual spending," said Allen Wurtzel, president of research and media development at NBCU (from MediaWeek article)

Wurtzel will present data to NBC advertisers on Thursday. The current Nielsen ratings system stops at age 54, even though boomers now spend more on home improvements, home furnishings, large appliances, and casual dining than adults 18-49. Also, 70% of boomers buy at least one product on-line per month, etc., etc.

Do I have actual numbers? No. But, do you think that maybe the reason there's a concentration on older viewers by NBC is that  there's an exodus from the networks by younger people to social media and web content and that older people still watch the networks?

Which brings me back to the term "AlphaBoomer". Sort of sounds like the leader of a pack of wolves. Are marketing people trying to sell more stuff? Sure! I guess it would be nice if there were more advertising to boomers that don't involve incontinence or erectile disfunction!