Question about TV ad. targeting

Sapphire

Why is it that TV advertising is increasingly targeted at those in society who, we are led to believe by some, have the least money to spend, like the under 25s, and would thus presumably not be able to afford many of the products on offer? This seems to be a phenomenon that has developed over the last five years or so in particular.

Most ads appear to be aimed at such people, including ads for expensive cars encouraging people to take out loans (in their parents' generation those of that age group were lucky, and proud, if they managed to buy a clapped-out old banger). There are ads for acquiring expensive 'must-have' technology of various kinds, for clothes and expensive oddments like make-up and perfume, and for travelling to exotic destinations. There's very little about saving for the future.

It's all quite off-putting for anyone else watching such ads.

Just wondered if anyone knew what the reason was for such targeting.

Jackmydad

Well they're going to target the people with spare money to spend.
The advertisers know the demographic who has.
It tends to make a nonsense of the idea that the young can't afford to save or buy a house.
After they've bought the iphone, the designer clothes, 4 cups of coffee a day in a coffee shop, eaten out and leased a new BMW, they're short of money.
No surprise really.

Cakeguts

I would say that they are targetting the most gullible. Over 25 the gullible people might have a family so they aren't going to have as much money to buy "things." So they go for the under 25s. There may be an element of pester power too. A bit like the way sweets used to be next to the checkouts in supermarkets.

Arklight

Sapphire wrote: »

Why is it that TV advertising is increasingly targeted at those in society who, we are led to believe by some, have the least money to spend, like the under 25s, and would thus presumably not be able to afford many of the products on offer? This seems to be a phenomenon that has developed over the last five years or so in particular.

Most ads appear to be aimed at such people, including ads for expensive cars encouraging people to take out loans (in their parents' generation those of that age group were lucky, and proud, if they managed to buy a clapped-out old banger). There are ads for acquiring expensive 'must-have' technology of various kinds, for clothes and expensive oddments like make-up and perfume, and for travelling to exotic destinations. There's very little about saving for the future.

It's all quite off-putting for anyone else watching such ads.

Just wondered if anyone knew what the reason was for such targeting.

TV marketing is still an important part of advertisers' budgets, but much less so overall and greatly less so for reaching under 25s. This group is unlikely to sit down in front of the TV and watch something because it's on like older people. They use on demand and streaming services, and spend much more of their leisure time on social and peer to peer networks.

If you are watching TV and seeing adverts then they are probably aimed at you, not a younger generation you know little of but derive so much satisfaction from looking down upon.

If you want to know what content under 25s are seeing then you'll need to create an online persona that has a reasonable chance of convincing Google, Youtube, Snapchat and Instagram that you are under 25.

Otherwise, enjoy the ads for the iPhones.

Cakeguts

The cruise adverts and the over 50s insurance and the funeral saving plans are aimed at the older generation and they tend to be on during the day alongside the Christmas savings plans and the pay day loans and online bingo because the costs for the gambling are low So retired people and younger people not working.

However the ones for poker etc are obviously aimed at the under 25s as are the car adverts which use the latest computer generated graphics and the adverts for computer games also. You can tell the under 25 ones because they are always for more expensive products than the ones for the older generation.

Sapphire

Cakeguts wrote: »

The cruise adverts and the over 50s insurance and the funeral saving plans are aimed at the older generation and they tend to be on during the day alongside the Christmas savings plans and the pay day loans and online bingo because the costs for the gambling are low So retired people and younger people not working.

However the ones for poker etc are obviously aimed at the under 25s as are the car adverts which use the latest computer generated graphics and the adverts for computer games also. You can tell the under 25 ones because they are always for more expensive products than the ones for the older generation.

I don't watch daytime TV, so didn't know about that (your first para.). There are an awful lot of ads for expensive products clearly aimed at the apparently skint young, though, in evening programmes I watch (the ads are intrusive, but good for breaks to do odd jobs).

vivatifosi

Advertising on some platforms, e.g. Sky, is now so sophisticated that for some programming you can buy slots aimed just at that demographic. For example, they sometimes have ads that I see just aimed at people living in Hertfordshire.

I'm not sure whether Freeview can do this yet.

Thrugelmir

Sapphire wrote: »

Just wondered if anyone knew what the reason was for such targeting.

To make money. No different to say sport stars doing interviews with their sponsors logos prominantly displayed on screen. Or products / brands appearing in major film releases.

Sapphire

Thrugelmir wrote: »

To make money. No different to say sport stars doing interviews with their sponsors logos prominantly displayed on screen. Or products / brands appearing in major film releases.

Yes, I understand what the purpose of advertisements is. However, as mentioned above, it seems to me that they are targeting people who will not make them money because, as is constantly stated by some, they apparently lack it, and putting off the ones who might do so. TV ads featuring, say, rappers dancing, or scruffy bearded youths celebrating, are surely not going to appeal to those raising families, for instance, or in fact most people above about 25 years of age.

Cakeguts

Sapphire wrote: »

Yes, I understand what the purpose of advertisements is. However, as mentioned above, it seems to me that they are targeting people who will not make them money because, as is constantly stated by some, they apparently lack it, and putting off the ones who might do so. TV ads featuring, say, rappers dancing, or scruffy bearded youths celebrating, are surely not going to appeal to those raising families, for instance, or in fact most people above about 25 years of age.

They lack it because the adverts work.

John-K_3

Why would you think people in their mid 20s have no money? At that age they are quite possibly living at home or in a shared house, but could be getting ahead at work, and having a decent wage coming in with no serious commitments making it go back out again.

I felt the richest I!!!8217;ve ever felt at 25, going from a student!!!8217;s wage on a doctorate to a graduate scheme in a bank. Everything that came in was pretty much spending money.