Helping you better connect with over-55s

ITV and Silver Marketing Association have teamed up to help brands tap into a valuable, but often underserved market, in two ways:

1. Promoting joint research from ITV and System1 called Wise Up!, your guidebook for making ads with greater appeal to over-55s.

2. Launching a significant new fund to give new and lapsed TV brands, aiming to engage over-55s, the opportunity to test and scale TV advertising to grow their business.

To find out more or if you have any questions, contact silvermarketingbackingbusiness@itv.com.

Wise Up!, created jointly by ITV and global experts in ad effectiveness System1, is your guidebook for making ads with greater appeal to people over 55.

Wise Up! is the sequel to ITV and System1’s Feeling Seen report on the benefits of diverse and inclusive ads. The report celebrates brands which make ads that appeal to the over-55s, explores the key themes that make those ads effective and reveals why better representation of this group in ads is a vital commercial goal.

Over-55s are a massive segment - they account for one-third (32%) of the UK population (source: ONS) and own the majority (60%) of the nation’s wealth (source: gov.uk). This segment accounts for 65% of TV impressions - yet many brands find it hard to get it right when it comes to advertising to over-55s.

ITV and Silver Marketing Association have created a significant fund to give new and lapsed TV brands, with campaigns aiming to engage over-55s, the opportunity to benefit from TV advertising to grow their business. To find out more, including the qualifying criteria, please fill out the form below.

Silver Marketing Association is a B2B membership organisation for companies which sell to or serve the 50+ market. The association promotes best practice marketing, arranges virtual and live networking events and invests in relevant research and data. Communicating effectively to this diverse and complex audience is where it helps professional marketers of all ages. Passionate about ethical marketing to the older demographic, Silver Marketing Association campaigns against injustice or inequality as a public voice offering a shared platform for its members. Visit Silver Marketing Association to find out more and become a member.

Watch the webinar: Your guidebook for making ads with greater appeal to over-55s.

Lorraine Kelly hosted a panel with ITV Director of Client Strategy & Planning Kate Waters, System1 Chief Customer Officer Jon Evans, and Tesco Chief Customer Officer Alessandra Bellini on how brands can better connect with this valuable, but underserved, audience.