Audience Profile TV Campaign



TV Channels watched by men 55 plus

The TV channels below, all provide the advertiser a route to reaching men 55 plus. Some channels have relatively small audiences, a low cost per spot and a high percentage of men 55 plus watching their programmes. Other channels have relatively large audiences, a high cost per spot and provide higher volumes of men 55 plus per broadcast.

The low cost per spot on some of the smaller channels like At The Races, Military HistoryDiscovery and Motors TV, provides the opportunity to show men 55 plus viewers an advert multiple times for a relatively small budget.

The higher cost per spot on some of the larger channels like ITV, Ch4, Sky SportsFive and Sky News, enables advertisers to reach high numbers of men 55 plus with a single broadcast.

For a detailed overview of these channels, visit the TV Channels section. To create a TV plan targeting men 55 plus, complete our television campaign planning form.

TV Viewing for Men 55 plus

Most males over the age of 55 have retired from full-time employment, and consequently have a swell of free time. Relaxation is the name of the game at this stage in life, and for 25% of the male 55 plus demographic, television consumption represents its primary source.

This group is not the most technologically savvy. Although the younger element often use the web and email for work and familiarity with the technology is undoubtedly growing, only 33 per cent consider it important enough to wire up to broadband (far less than the average adult) and functionality tends to be limited to communication and info-seeking rather than the gamut of other options that the medium affords.

The programme tastes of Men 55 plus are varied, although they do consume a high proportion of news content. Although reluctant to admit it, they appreciate entertainment programming (particularly Coronation Street and Parkinson) and these programmes often form the basis of shared viewing with their family and friends. Game shows (including Countdown and Millionaire), special interest programmes such as Gardener's World, documentaries and sport provide the bulk of their viewing schedules.

TV Advertising to Men 55+

There are over 7.5 million males over the age of 55 in the United Kingdom, with the group becoming an increasingly attractive proposition for television advertisers. As society continues to change and life expectancy grows, the cultural gap between younger age groups and those over the age of 50 is shrinking, with the older demographic embracing technological advancements and commercial values. Suddenly, the over 55’s are a profitable audience.

The acclimatisation to media technology has progressed to such an extent that 70% of men over the age of 55 now have access to digital television, with the plethora of audience-specific, tailored channels catering to their particular interests.

For advertisers, formulating television advertising campaigns targeting males over 55+ is, at least on the face of it, relatively straightforward, due to the specific interests of the demographic. Identifying the correct channels and timeslots will allow the product to effectively reach its audience, though men over the age of 55 are not as receptive to advertisements as younger male viewers.

Brands that are of particular appeal include those related to home improvement, cars and car insurance, life insurance, food and holidays. The likes of Aviva, Direct Line, M&S and B&Q enjoy relative success within the male 55+ demographic.


Television programme content for Men 55 plus

Generally speaking, males over the age of 55+ exhibit a preference for factual content over entertainment.

Programming such World at War, Time Team and Planet Earth, as well as news broadcasts, are a focal point of their television viewing, whilst like most males, sports programming is also popular, with Premier League Football, Cricket, Rugby Union and F1 all consumed regularly at weekends.

General entertainment does comprise part of their viewing habits, with content such as Coronation Street, Strictly Come Dancing and Eastenders often watched with family and friends.

Freeview is particularly popular, with channels such as Yesterday, National Geographic, ITV and the Discovery network being favoured amongst the demographic.

Other specialist channels such as Military History and Home also maintain a healthy viewership.