Wise Up!

Age Representation in Advertising
How to entertain and engage older viewers

YOUR GUIDE TO CELEBRATING AGEING

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.

A playbook for commercially effective work, that celebrates and entertains older generations.

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.

Download Report

Age Representation in Advertising
How to entertain and engage older viewers

A playbook for commercially effective work, that celebrates and entertains older generations.

Read more about age diversity in advertising

Is the Ad Industry Ageing Well?

How Advertising Can Celebrate and Entertain Older People

Download
Wise Up! Report

Age Representation in Advertising How to entertain and engage older viewers

A playbook for commercially effective work, that celebrates and entertains older generations.

Read more about age diversity in advertising

Is the Ad Industry Ageing Well?

How Advertising Can Celebrate and Entertain Older People

Download Wise Up! Report

Age Representation in Advertising
How to entertain and engage older viewers

Download
Wise Up! Report