Older Folks Worry Less About Money

Poll: Older Folks Worry Less About Money
Feb 27, 2009

-By Mark Dolliver


NEW YORK It's often said that marketers are foolish to neglect older consumers as much as they do. That may be all the more true these days, as recession-frightened consumers tightly rein in their spending. Gallup's tracking poll this month finds old folks much less likely than their younger counterparts to say they'd worried about money on the day before being questioned.

In February polling through this Tuesday, the incidence of previous-day worry about money was highest among the 40-49-year-olds (46 percent) and 30-49s (44 percent), and wasn't much lower among the 50-59s (41 percent) and 18-29s (39 percent). But it dropped off sharply among the 60-69-year-olds (29 percent), and even more so among those 70-89 (17 percent).

You might think older people worry less about money these days because they're less likely to be in the workforce -- and, hence, less likely to be worried about getting thrown out of work. "But in general, the decline in worry among older Americans occurs regardless of employment status," says Gallup's report on the findings.

Overall, the percentage of respondents saying they'd worried about money on the previous day is averaging 37 percent so far this year -- a bit higher than for the same period in 2008, but lower than October's peak of 43 percent.

Women were a bit more likely than men to say they'd worried about money on the previous day. The gender gap was largest in the 40-49 age bracket, with 43 percent of its men and 49 percent of its women reporting previous-day worry. The 30-39-year-olds were a (slight) exception to the general trend, with 44 percent of the men and 43 percent of the women reporting such worry.

TV Ads More Effective Than Ever

Study: TV Ads More Effective Than Ever
ARF analyzed 388 case histories from seven different research agencies
Feb 25, 2009

-By Kenneth Hein, Brandweek


NEW YORK There has been no shortage of articles questioning the effectiveness of TV ads in the digital age. And more than one expert has proclaimed: "the 30-second spot is dead." However, a massive study conducted by the Advertising Research Foundation begs to differ.

An analysis of 388 case histories from seven different research agencies found that TV is not only as effective as ever, it is possibly even increasing in effectiveness when it comes to building sales.

"Marketers need to be more confident in the fact that there are different ways that their brand messages add value to people's lives. [TV ads] help simplify the [buying] decision. As people's lives become more complicated, there is great value to that, said Joel Rubinson, ARF's chief research officer. "They want to zone out and watch TV and relax and let the communications wash over them. It's an extension of the brand experience."

Data from Point Logic, for example, found that among 25 touch points measured between 2004 and 2007, TV moved from seventh to fourth in terms of people impacted per $1,000 spent.

TV was No. 1 in terms of raising awareness. ARF also reviewed research from IRI, ARS, PM Group, Dratfield, Marketing Evolution and Millward Brown/Dynamic Logic. The case studies spanned from 1990-2008.

Rubinson said the findings show that "units sold numbers increased as a result of increased TV impressions. [When you see it] across 388 case histories, I think you've got to believe it."

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