For those consumed with targeting teenagers or people just starting a family, consider this statement from Larry Meli, president and coo of Washington, DC-based AmericanLife TV Network: ‘Baby boomers watch more tv in a given day than any other demographic group, including their children.’ Not only does this demo, which Meli defines as those between the ages of 42 and 60, dent the couch in front of the tube while their offspring play video games and watch DVDs, they’ve also got financial clout. In research provided by AmericanLife TV Network, a profile on American baby boomers by MetLife Mature Institute in 2006 shows the demo is ‘considered the richest generation in history’ with what MetLife Mature Markets Institute and AARP estimate is annual spending power of US$2.1 trillion. That’s right – trillion. And there are also 80 million boomers in America now, with 300,000 more being added each month.
Meli wants AmericanLife to become the premier TV destination for this group, and since he says this demo is interested in ‘living the good life,’ he uses ‘Til Debt Do U$ Part as an example of a series the network airs that offers viewers practical money-managing tips. AmericanLife, which is viewed in 10 million households, recently acquired the exclusive us rights to the 39-episode reality series, which is produced by Winnipeg’s Frantic Films.
He says the boomer group is one ‘most networks have abandoned, and I’d like to be a large fish in a small pond rather than a small fish in a large pond. [That] gives me the opportunity to deliver content this audience isn’t getting anywhere else because everyone else is catering to a younger demographic.’ But if other networks consider the research on this lucrative set, Meli may soon have to share his swimming space.