ITV study finds advertisers are ignoring the silver pound

Advertisers are missing a trick in chasing the silver pound, according to new research compiled by broadcaster ITV and marketing platform System1.
Wise Up! flags the discrepancy in what is billed as the most comprehensive study to be conducted into age-based representation. Despite accounting for 65% of TV impressions and 60% of the UK’s wealth, the over-55s appear in just 23% of ads – significantly underrepresenting a cohort that numbers close to one-third of the UK popula