Nearly one-third of the UK population is 55 years and older and this segment accounts for 65% of TV impressions. Yet older people appear in ads much less frequently those who are younger, and when they do, too often they are stereotyped.
Wise Up!, the latest diversity and inclusion report from System1 and ITV, is the answer to one of the industry’s greatest challenges: how can advertisers portray age more accurately and consistently?
This first-of-its-kind exploration of age diversity in advertising provides actionable insights to effectively engage with this important audience. When brands and agencies wise up and get it right, the benefits are enormous.
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