Wise Up!, created jointly by ITV and System1, the global experts in ad effectiveness, 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.

I’m delighted to see a report which encourages advertisers to make the most of older people and their amazing lives and experiences. Because though we respect and love our older generations, we don’t always give them their share of media attention. Advertisers reading this - you have a proud tradition to uphold. Some of Britain’s best-loved ads have starred older characters. Lorraine Kelly CBE, journalist, author and presenter of ITV's Lorraine.

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