Ms. Rushmore has presented a study with the aim of analyzing how the Spanish population over 50 is represented in current advertising. The main conclusion is that the visibility of this segment in advertising communication is very low: only 11% of the characters that appear in the analyzed spots are over 50 years old.Despite the fact that adults over 50 years of age make up almost 40% of current Spanish society and that life expectancy is increasing thanks to advances in medicine and new technologies, this demographic weight is not reflected in advertisements , where the younger population has a greater representation. Visibility is even lower if we talk about people over 65 years old (which represents only 3%) or over 75 years old (1%), although they represent 10 and 9% respectively in the demographic pyramid.Although it is clear that the image of those over 50 is changing, this is not fully reflected in advertising communication. The topics associated with old age continue to predominate, showing that people are less active, closer to traditions and more homelike. Seeing this group using the latest technologies, playing sports or traveling is still rare.They are also portrayed as the population that has the fewest friendships, and their main roles are almost reduced to those of father / mother, grandparent and spouse, especially as age progresses, since even fewer roles are played.
As for the image they convey, the main characteristics attributed to them are that of being fun, healthy Peru WhatsApp Number List and happy people.Regarding their presence by sectors, those over 50 years of age have a greater role in insurance and finance (where they account for 35% of the characters), betting (with 18%) and automotive (14%). While there are other types of advertisers, their participation is almost non-existent, such as beauty and hygiene, with 4%, or fashion, with 7%, and others in which they even disappear completely, as is the case of cleaning products. .Doing the reverse analysis, the segment in which the most characters between 50-60 years have been detected is in the automotive sector (38%), followed by advertisements related to gambling (28%). Meanwhile, the largest number of retired roles is located in automotive and fashion (both with 26%).
More striking is the concentration of profiles of the elderly (over 75 years) in telecommunications campaigns, which account for 77% of the characters of this age.It so happens that compared to the results of this study, the age groups over 50 years (especially seniors and retired) have an increasing weight in the economy as consumers. It is an emerging group due to its purchasing power and its constant growth within society, which should arouse great interest for advertisers since the vast majority of them consume traditional media. For this reason, according to the study, in advertising this group is especially underrepresented and is not given the real weight it can achieve in terms of consumption, wasting its potential as an engine that pulls the national economy.
To prepare the study “The representation of the elderly in current Spanish advertising”, Ms. Rushmore has analyzed a sample of 250 advertisements from more than 30 different brands, of the ten largest advertisers in Spain in 2017, broadcast on national television among on February 1, 2017 and February 28, 2018, and which represent 14.4% of the investment in media managed in the country.As a methodology, a questionnaire was used with a series of fixed analysis criteria focused on the attributes of the characters represented and the relationship between them, highlighting the percentage of visibility, gender, product sector, image and the characterized role, among others. Likewise, the research “Presence and representation of the elderly in television advertising: the Spanish case” by Irene Ramos-Soler and María del Carmen Carretón-Ballester, from the University of Alicante, was taken as a starting point.