Age Representation in Advertising: How to entertain and engage older viewers

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.

In Partnership With

Getting ads right for the over-55s

“System1 and ITV’s “Wise Up!” webinar shares the latest research on age representation in advertising from the report of the same name.

Moderated by Lorraine Kelly, TV presenter and host of Lorraine, the webinar also features Kate Waters, Director of Client Strategy and Planning at ITV; Jon Evans, Chief Customer Officer at System1; and Alessandra Bellini, Chief Customer Officer at Tesco.”

Blog Posts

5 October 2022

An Appreciation for Ageing: How Advertising Can Celebrate and Entertain Older People

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Kerry Collinge

Senior Director of Partnerships

Read a glimpse of Wise Up!

How can brands connect effectively with the older generation? Wise Up!, created jointly by ITV and System1, the global experts in ad effectiveness, is a guidebook for making ads with greater appeal to older people.

View Report

With Wise Up!, we set out to see how prominently older people are featured in today’s ads and how they perform among this under-represented group. We highlight a range of approaches that work well to give brands and agencies confidence to create brand-building campaigns that will excite, delight and ignite spending amongst this soughtafter demographic.

Jon Evans Chief Customer Officer, System1