There’s a glaring disparity in the advertising realm that’s often overlooked: Adults 50+ represent over 46% of the U.S. population and over 50% of consumer spending, yet they are largely invisible in TV advertising. Based on an AI audit of approximately 20,000 ads, only one in 10 people represented in TV ads are 50+. Two leaders at A+E Networks are bent on changing that: Marcela Tabares, Senior Vice President Strategic and Cultural Insights, Ad Sales Research, and Tara Lantieri, Senior Director, Primary Research, Ad Sales Strategic Insights.Research by A&E captures insights to support more age-appropriate advertising, examining how older people feel they are portrayed and how they would like to be seen.

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