ITV study finds advertisers are ignoring the silver pound: Advertisers are missing a trick in chasing the silver pound, according to new research compiled by broadcaster ITV and marketing platform System1. Wise Up! flags the discrepancy in what is billed as the most comprehensive study to be conducted into age-based representation.

Despite accounting for 65% of TV impressions and 60% of the UK’s wealth, the over-55s appear in just 23% of ads – significantly underrepresenting a cohort that numbers close to one-third of the UK population.

System1 conducted an in-depth analysis of 56 of the highest-profile adverts to measure the emotional response of different age groups, finding that older audiences are far harder to please than their younger compatriots, with just five scoring higher among the over-55s than the general population (Source: The Drum 2022).

Channel 4 has partnered with seven brands for cost-of-living crisis ad break campaign: 

Channel 4 has partnered with seven brands to run takeover ad breaks to help consumers tackle the cost-of-living crisis. Running from the 7th October, the bespoke ad break features spots from Boots, Co-op, Giffgaff, Go.Compare, Lidl, Nationwide Building Society and Vodafone. 

It is not the first time Channel 4 has corralled brands into running ad takeovers for social causes.

In 2020, supermarket brands came together to rally support for Sainsbury’s after its Christmas ad was targeted with racial abuse. The broadcaster ran another ad break takeover campaign featuring seven advertisers that year in support of Black History Month. 

The ad break will run during Steph’s Packed Lunch and Gogglebox and begin with an introduction from Channel 4 explaining that brands would like to help viewers during the cost-of-living crisis (Source: Campaign 2022).