STRATEGIC FEATURES AND RELEVANCE OF THE DEVELOPMENT OF TELEVISION ADVERTISING FOR THE 55+ AUDIENCE

Abstract

Based on the study of the demographic situation in Ukraine and the world, the article proves that the life expectancy of a person during the last century shows an upward trend, which is not taken into account by the leading stakeholders of the television advertising market. After all, the vast majority of modern advertising campaigns are designed for potential consumers aged 18-50, identifying them as the most paying audience. The article focuses on proving the prospects of the 55+ audience as consumers of television advertising content. As of the beginning of 2022, the Ukrainian audience of 55+ was more than 10.5 million. In addition, analyzing the demographic composition of forced migrants, it was established that the share of older Ukrainians is smaller compared to the younger audience. The older a person is, the harder it is for him to adapt to a new place, in a different language environment, and the harder it is to change communication channels. Today, nearly half of all television ratings come from people 55 and older. And this trend continues to grow. Highlighted by the author consumer characteristics of the 55+ audience: availability of free time, tendency to save, high degree of trust in media figures, higher degree of attention to details when viewing television advertising content, low level of coverage of the digitalization process, etc. The article presents the results of the author's research on the representation of the 55+ audience in Ukrainian television advertising. It has been proven that the level of representation is insufficient. Using the example of the Pravenor forte advertising campaign developed by the Screenlife agency for PROPHARMA PLANT LLC, the effectiveness of using non-traditional creative content in creating advertising messages for the 55+ audience has been proven.