Although nearly three-fifths (58%) of America's 78 million Baby Boomers -- the first generation to grow up with television -- feel that TV is their primary source for information on products and services, almost half (45%) say they feel overlooked by marketers who advertise on TV. The study, conducted by GfK Brand & Communications, a division of GfK Custom Research North America, for the cable network TV Land also suggests that marketers looking to tap into Boomers' $2.3 trillion in annual household expenditures would be wise to communicate more directly with the 78 million Americans born between 1946 and 1964.
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