AARP® Media Advertising Network™

TV shows featuring contestants 50+ are capturing audiences in ways that should make every media buyer take notice. The debut season of ABC's "The Golden Bachelor" averaged nearly 10 million viewers, and Netflix is following the trend with "Age of Attraction," launching next year. Why should this matter for advertisers? Danielle McMurray, VP Marketing, AARP® Media Advertising Network™, outlines the reasons in an op-ed for Advertising Week. Danielle says the 50+ audience is emotionally engaged and actively watching with purchasing power. This demographic controls 70% of America's wealth and accounts for more than half of all U.S. spending. They've driven more spending growth over the past decade than any other age group, including millennials. Women 50+ hold $19 trillion in total net worth and spend 2.5 times the general population average. At AARP® Media Advertising Network™, we've long understood what the success of these TV shows now confirms: the 50+ demographic isn't just economically powerful—they're culturally influential, tech-savvy, and ready for the brands and marketers who recognize that.   Check out the full story 👇 https://lnkd.in/eCwcMhUf #marketing #Boomers #AARP #advertising #over50adults 

Congrats to our own Mark Bradbury for his powerful article in Ad Age today! The 50+ consumer contributes $8.3 trillion to the U.S. economy and controls more than half of all spending. This demographic owns an average of seven connected devices, with 86% streaming content and adoption of smart home and wellness tech increasing all the time. Mark's message is clear: These consumers aren't just participating in the tech economy, they’re helping to drive it. Thank you to Ad Age and please take a read and let us know what you think. https://lnkd.in/eFTDjF3D #50PlusMarket #LongevityEconomy #AARP #AdAge #ConsumerPower

It is in that spirit that AARP’s Movies for Grownups franchise, which celebrates 50+ talent, just released its first-ever Hottest Actors Over 50 list. And it’s a good one! Topped by Idris Elba, 52, and featuring a number of stars enjoying their third, fourth, even fifth decade in front of the bright lights, the list showcases how entertainment by and for the 50+ is at the center of culture. A big thanks to Good Morning America for premiering the list on its broadcast. Take a look and let us know your thoughts on the hottest 25 over 50 https://lnkd.in/epjp-w8w

VP of Marketing at AARP® Media Advertising Network™ Media Advertising Network, Danielle McMurray, shares her top insights with Advertising Week on how the 50+ population remains unshakeable and confident – despite widespread economic anxiety dominating headlines nowadays. What makes this group so resilient? “The answer lies in a combination of strategic planning and hard-earned wisdom,” says McMurray. “This is a group that has weathered multiple economic struggles — from the 2008 financial crisis and the dot-com bubble to various recessions — and emerged with practical knowledge and a psychological fortitude others may not have developed.” So, what’s in it for marketers? “Simply put, this is a group that represents stable, confident spending power,” adds McMurray. “The 50+ population accounts for more than half of all consumer spending, but its economic confidence makes it an even more potent force.” She continues, “Unlike others who may delay purchases or seek cheaper alternatives, this is a group that stays the course with purchasing behavior, driven by quality, convenience and brand loyalty versus price sensitivity.” Check out the full story 👇  https://lnkd.in/eaSkBEeJ #marketing #Boomers #AARP #advertising #over50adults  

Big congrats to our VP of Marketing Danielle McMurray, who was featured in Woman's World sharing insights about the financial resilience of the 50+ demographic. Danielle highlighted data from AARP research showing that 62% of adults 50+ maintain their standard of living despite economic headwinds, and 67% express confidence about retirement security even amid widespread uncertainty. “The 50+ population isn't just weathering economic anxiety—they're thriving in it,” Danielle said, while noting that this demographic represents 108 million Americans with over $8.3 trillion in collective spending power. In the article, she attributes this resilience, in part, to the fact that people 50+ have navigated multiple economic crises and developed practical knowledge built on decades of financial planning. Check out the full article in Woman's World! https://lnkd.in/eDKmg3sk #50Plus #FinancialResilience #ProudTeam #AARP

Congratulations to our own Danielle McMurray for her insightful piece in Ad Age about generation-specific marketing. We're proud to see our team members leading important conversations about the best ways to understand and reach 50+ audiences. Danielle's article perfectly captures what we see every day: the 50+ demographic isn't a number – it's 120+ million diverse consumers representing $8.3 trillion in annual spending power. She describes what we see every day: People don't think of themselves in terms of age brackets, but as generations with distinct identities, values, and experiences. Using this lens to talk to consumers is essential for brands looking to connect with the most economically powerful demographic in the marketplace. Excellent work, Danielle, on challenging marketers to think beyond traditional age demographics and embrace the nuanced reality of generational identity. https://lnkd.in/ehrpvKdJ

Associate Director, Integrated Marketing at @AARP Media Network, @Pamela Millman, shares her top insights with @Advertising Week on how the travel industry is making improvements to encourage adults 50+ to travel more in 2025. “For marketers, this means that the nation’s most economically powerful demographic is likely to be spending significantly on travel and leisure – perhaps more than ever,” Millman says. “Now into the fourth year of post-pandemic recovery, adults over 50 are flocking to the hospitality and destination sectors, as top brands are focusing on easing many of the pain points that have traditionally caused some older adults to reconsider boarding a plane, vacationing abroad, or planning a trip,” she adds. “It’s a group that marketers in these industries, as well as adjacent sectors, have been ignoring at their peril.” Check out the full story 👇  https://lnkd.in/euiTyKVA #Boomers #AARP #printmedia #advertising #magazines #over50adults #print #travel

HAPPY 50th BIRTHDAY, Drew Barrymore! The actor and talk show host recently spoke with AARP The Magazine about staying positive, growing up in front of the cameras, embracing happiness, and finally finding peace as she joins the “cool-kids club” of 50+ Americans.   After her rise to fame with her 1982 breakout role in E.T., Drew continued to feel “worried and stressed” throughout her teen years and adulthood, she told AARP The Magazine. However, now, she revealed her life has improved with aging: “I would have never guessed that I would feel peace. Thank you, 50. Thank you, AARP.” Check out the full story 👇  https://lnkd.in/eKXHjPzw   #Gen X #AARP #Boomers #AARP #printmedia #advertising #magazines #over50adults #print

We are so excited that VP of Marketing Danielle McMurray had the opportunity to speak to some of the top marketers in the country in New York City recently during a luncheon that AARP held with ADWEEK During a dynamic and inspiring discussion about the economic reach of the 50 plus audience, Danielle was able to share with the group all the ways that AARP Media Advertising Network connects with this demographic across multiple channels and touchpoints. “With our audience, shopping online has doubled. They’re using apps. Their use of QR codes has shot from 7% to 65%, which is beneficial to advertisers who want to prove response,” Danielle said. “People are very surprised to learn that the 50-plus market is almost universally online. And they’re doing things they’ve never done before, like streaming television and Venmoing their grandchildren.” Thank you to ADWEEK’s Jenny Rooney, Will Lee and our colleagues Barbara Shipley and Paola Groom for helping make this such a valuable experience. #marketing #AdultsOver50 #advertising #intergenerational