AARP® Media Advertising Network™

The January U.S. Bureau of Labor Statistics employment report showed that nearly all job growth was concentrated in the healthcare sector, a fact that our friends at Axios noted points to something we have long known: Americans over 50 are powering the economy.   As Emily Peck so succinctly put it in the article: “Perhaps an AARP card is the hot new ticket to economic prosperity.”   The newest data support and further drive home the fact that when it comes to spending, people 50 and over are in the driver’s seat. As the article highlights, more than 70% of the wealth in this country is held by those over 55, according to Federal Reserve data.    Our own research shows that American 50+ account for 52% of all consumer spending and 50% of household income.   Mark Zandi, the chief economist at Moody’s Analytics, points out that older Americans’ increasing share of the population and increasing economic might are not only driving job growth in healthcare but in travel and financial services as well.   These are yet more reasons for the top companies in these sectors - and all consumer-facing brands - to make sure they are connecting with and communicating to 50+ Americans in a way that resonates.   At AMAN, we have always emphasized the importance of marketing to 50+ consumers because it is essential to the bottom line. Thank you to Axios for the great article and the shout-out!   https://lnkd.in/ekRvH2Xt  

Thank you Industry Live for the thoughtful and in-depth piece on how AARP Media Advertising Network is helping brands meaningfully connect with the 50+ audience. Reporter Sara Karlovitch, M.P.P. sat down with our VP of Marketing, Danielle McMurray, for a discussion about the unique insights we have about this audience and why the trust we’ve built is key to helping brands tell their stories at the right time and the right place. Danielle shared that: The 50+ demographic controls $8.3 trillion in spending power across 180 million Americans Our network helps marketers reach active, engaged consumers where they are — from our core magazines and website to social platforms and streaming television We've evolved significantly. Ten years ago, we had two magazines and a website. Today, we meet our members across every platform they use, because we know the funnel isn't linear anymore and frequency matters Check out the full interview with Danielle here: https://lnkd.in/eXBqVdGs #marketing #Boomers #AARP #advertising #over50adults  

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