Nielsen challenges assumptions about older consumers

07/19/2010 | Advertising Age (tiered subscription model)

Nielsen is hoping to shift some advertisers' attention away from young consumers to their older counterparts, thanks in part to the size of the baby boomers cohort and its growing love of technology. "We've never had a population this big this old before," said Doug Anderson, Nielsen's senior vice president for research and thought leadership. "There isn't a single media-content company that won't face this, and the same is true for mass marketers," said Alan Wurtzel of NBC Universal, which has recently launched a group of websites targeting older consumers.

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