In today's marketing landscape, a new report suggests that many advertisers struggle to allocate their media budgets effectively due to a disconnect between media spend and media consumption.
To address this issue, marketing consultancy Creativ Strategies has compiled data from several industry sources to create a guide that outlines modern media consumption habits of four generations, from Gen Z to Boomers, and identifies the most effective channels for targeting each demographic.
🎯 Gen Z: Drive Digital
For Gen Z, people aged 12-25, 90% of marketing budgets should be spent on digital channels as this is where they spend the most time.
Those channels are:
- Social media
- Streaming TV
- Music streaming
- Video games
🎯 Millennials: Old and New Media
Millennials, aged 26-44, have the most dispersed media habits. So they recommend a much more diverse mix than you might otherwise be doing.
And while some advertisers may have abandoned this demographic in favor of younger consumers, this group has the most buying power for brands as millennials are having kids, buying houses, getting a car etc.
🎯 Gen X: Dispersed Media and Traditional TV
Gen X, consumers aged 45-60 also consume distributed media like millennials. Despite being the least covered in advertising trades, they have the highest disposable income of any generation and are most likely to still have their pay-TV bundles while also having new streaming TV subscriptions.
Advertisers should, therefore, focus on traditional TV while spreading their spend into diverse media, including:
- Social media
- Streaming TV
🎯 Boomers: OG TV
Finally, Boomers, aged 60+, have a strong preference for traditional TV, but are also dabbling in social media and streaming TV.
According to the report, TV buys should be an essential component of advertising targeting Boomers.
Images: Creativ Strategies
