Despite holding over half of the nation’s wealth,1 Baby Boomers are often left out of the advertising conversation. Only 10% feel seen by the brands in ads they watch—yet they remain some of the most loyal and attentive viewers across both traditional TV and streaming platforms.2 For brands chasing performance and reach, overlooking Boomers could mean missing out on one of the most valuable and dependable audiences out there.
Here are three things advertisers need to know about Boomers:
Boomers Are Multiscreen Viewers
Boomers watch more TV content – across both traditional and streaming – than any other generation.3 While they remain strongly engaged with traditional TV, some advertisers might be surprised to learn they are avid streamers, as well: about 9 in 10 Boomers have access to paid streaming services, and 63% use free ad-supported streaming TV (“FAST”) platforms.4
More notably, Boomers are the most loyal streaming subscribers of any generation, with 71% reporting they have not canceled a streaming service in the past year.4 They value the freedom and flexibility to watch on their own terms, flocking to on-demand content for the control it provides.5
As the TV landscape evolves, boomers’ viewing habits are continuing to adapt. For advertisers and marketers, that means a multiscreen TV strategy is key to reaching them however they are tuning in.
Boomers Love Live Content
Boomers consistently show up for live content, especially big moments like the Olympics, Super Bowl, and breaking news because the real-time nature of live programming creates a sense of immediacy that keeps them engaged.6 Boomers are 89% more likely than other generations to actively follow live game coverage,6 and news remains one of their most-watched genres,5 underscoring their preference for timely content that reflects what’s happening now.
For marketers, live content creates unique opportunities to connect during moments that capture Boomers’ attention. Advertising in these environments can amplify the experience and drive meaningful impact—because when the content is live, timing is everything.
Boomers are Ad-Friendly—If Done Right
Boomers don’t dislike ads. In fact, compared to younger generations, they’re more receptive to longer ad breaks and less inclined to pay to skip ads.4,6 However, ad creative, format, and frequency play a big role in how this older generation receives ads.
Certain ad types resonate stronger with Boomers. More than half say they trust ads from local businesses, while celebrity endorsements and newer ad formats like QR codes are often met with skepticism.4
But it’s ad relevancy that can really make a difference with Boomers. Leveraging creative that aligns with their interests and values can drive significantly better outcomes. According to a recent FreeWheel study, relevant ads generate up to 2x greater brand recall and 5.2x higher purchase intent,7 making thoughtful, relatable creative a critical component of campaign success.
TV advertising remains a powerful channel for reaching Boomers, but advertisers should be conscious about frequency because ad repetition and overexposure can disrupt the viewing experience and diminish campaign effectiveness. In fact, sixty-five percent of viewers tune out ads they’ve seen before.8
To better connect with Boomers, marketers should be mindful of frequency and focus on relevancy and locality.
A Smarter Strategy for Reaching Boomers
To maximize reach and impact, advertisers should avoid lumping Boomers in with other generational audiences. They deserve smart, relevant creative and targeted media plans that match their unique preferences and behaviors.
Boomers bring high attention and strong buying power to every impression. With their openness to ads, preference for live premium content, and cross-platform habits, they represent a high-return audience for brands of all sizes—particularly small and local businesses looking to make meaningful connections.
To reach Boomers with maximum efficiency, advertisers should consider incorporating addressable into their multiscreen approach. Addressable enables precise targeting across screens and platforms, ensuring the right ads reach the Boomers when they’re watching.
Whether they’re tuning in for live news, scrolling through a program guide for something new, or streaming a rerun on demand, Boomers are consistently reachable across formats—and the data shows they are a valuable audience for advertisers
Download the Reaching Multigenerational Audiences report for additional insights on reaching audiences across screens and generations.
Sources:
1. eMarketer, July 2024.
2. GWI, Connecting the Dots, 2024.
3. GWI USA Q1 & Q2 2024. Base: 39,739 consumers aged 18+ “TV” = traditional TV & subscription streaming services (e.g. Hulu, Netflix, etc…).
4. Comcast Advertising Survey through Cint. September 2023. N=1739. Qualifying Criteria: Viewers with access to streaming services in their household. Segment: A65+.
5. Comcast Advertising survey conducted through Cint in December 2023. U.S. N=1500. Qualifying criteria: Adults 18+ who searched for or watched something new in the past three months.
6. Comcast Advertising Survey through Kantar. April 2024. N=1000. Qualifying Criteria: Watched sports content (game, highlights, talk show, etc…) in the P6M.
7. FreeWheel, “Making the Ad Experience More Relevant, 2025.
8. FreeWheel consumer survey through Dynata. May 2025. N =541, Segment: Viewers who have subscribed any paid TV/streaming services and watch short-form video content (e.g. YouTube).
