Audience Profile TV Campaign



TV Channels watched by Women 55 plus


The TV channels in the image above, all provide the advertiser a route to reaching women 55 plus.


The channels on the left have relatively small audiences, a low cost per spot and a high percentage of women 55 plus watching their programmes.


The channels on the right have relatively large audiences, a high cost per spot and provide higher volumes of women 55 plus per broadcast.

The low cost per spot on some of the smaller channels like; True Movies, Travel & Living, Sky Arts 2, Eden, True Entertainment, ITV3 and Alibi, provides the opportunity to show women 55 plus viewers an advert multiple times for a relatively small budget.

The higher cost per spot on some of the larger channels like; Yesterday, ITVChannel 45USA, FiveMore 4 and ITV2, enables advertisers to reach high numbers of women 55 plus with a single broadcast.


For a detailed overview of any of these channels, visit the TV Channels section. To create a TV plan for your business, targeting women 55 plus, click here and complete the television campaign planning form.


Television Viewing for Women 55 plus


There are approximately 9 million women over the age of 55 in the UK, and much like males within the same age range, their understanding and appreciation of new media technologies has improved alongside an increase in life expectancy and socio-economic change.


As a result, the profitability of this demographic in the eyes of television advertisers has expanded, with women of 55+ now forming a key audience base.


Women of a more advanced age tend to possess more free time due to various lifestyle factors. Though many are family orientated, it is likely that children have flown the nest, or are at an age of independence.


In addition to this, if women aged 55+ are still in employment, it is more likely to be on a part time basis, though the majority are either housewives or retired.


Consequently, with less day-to-day activities clogging their schedule, more time is available for the pursuit of personal interests. For many women in this age bracket, television viewing places highly on the list of favourite pastimes.


TV advertising to Women 55+


Due to the regularity with which women over the age of 55 watch television, formulating a targeted advertising campaign aimed at the demographic offers advertisers a wide area of coverage.


However, this audience base tends to display a more wary and selective attitude towards television advertising than younger demographics, so the product must be of particular appeal.


Food, household goods, clothing, insurance and holidays are all areas of interest for women over the age of 55, with brands such as M&S, Debenhams, Aviva, Thompson and the Cooperative all examples of brands that seek out this audience.


For a detailed overview of the TV channels watched by each target audience, look under 'Channels' in the navigation. To create a TV plan for your business click here and complete the television campaign planning form. TV Advertising on Scuzz  



TV programme content for Women 55 plus

Women of 55 plus, like their male counterparts, consume television on a much more regular basis than younger demographics, with daytime, along with primetime weeknight and weekend, viewing popular.

Just over half of the female 55+ demographic have access to digital television, though the popularity of Freeview has seen a proliferation in such figures over recent years.

A primary motivational factor in the demographics television viewing habits is the desire to be kept up to date with events happening in the world around them.

Programmes such as GMTV and the ITV News attract a large proportion of female viewers over the age of 55, whilst the ITV network is also popular for content related to soaps and drama, like Coronation Street and Midsummer Murders.