An exciting new partnership
We are delighted to announce that ITV and Silver Marketing Association have teamed up to help Silver Marketing Members tap into a valuable, but often underserved market, in two ways:
1. Promoting joint research from ITV and System1 called Wise Up!, your guidebook for making ads with greater appeal to over-55s.
2. Launching a significant new fund to give new and lapsed TV brands, aiming to engage over-55s, the opportunity to test and scale TV advertising to grow their business.
To find out more or if you have any questions, contact silvermarketingbackingbusiness@itv.com.
The joint research
Wise Up!, created jointly by ITV and global experts in ad effectiveness System1, is your guidebook for making ads with greater appeal to people over 55.
Wise Up! is the sequel to ITV and System1’s Feeling Seen report on the benefits of diverse and inclusive ads. The report celebrates brands which make ads that appeal to the over-55s, explores the key themes that make those ads effective and reveals why better representation of this group in ads is a vital commercial goal.
Over-55s are a massive segment – they account for one-third (32%) of the UK population (source: ONS) and own the majority (60%) of the nation’s wealth (source: gov.uk). This segment accounts for 65% of TV impressions – yet many brands find it hard to get it right when it comes to advertising to over-55s.
The new fund
ITV and Silver Marketing Association have created a significant fund to give new and lapsed TV brands, with campaigns aiming to engage over-55s, the opportunity to benefit from TV advertising to grow their business.
To find out more, including the qualifying criteria, please click here
