Question

People aged 46 to 55 spend more money per capita than people of any other age group. So it is puzzling that when companies advertise consumer products on television, they focus almost exclusively on people aged 25 and under. Indeed, those who make decisions about television advertising think that the value of a television advertising slot depends entirely on the number of people aged 25 and under who can be expected to be watching at that time.

Which one of the following, if true, most helps to explain the puzzling facts stated above?

(A) The expense of television advertising slots makes it crucial for companies to target people who are most likely to purchase their products.

(B) Advertising slots during news programs almost always cost far less than advertising slots during popular sitcoms whose leading characters are young adults.

(C) When television executives decide which shows to renew, they do so primarily in terms of the shows’ ratings among people aged 25 and under.

(D) Those who make decisions about television advertising believe that people older than 25 almost never change their buying habits.

(E) When companies advertise consumer products in print media, they focus primarily on people aged 26 and over.

Answer 1

The peculiar focus of television advertising on the 25 and under demographic, despite higher spending by older age groups, is attributed to advertisers' belief that younger consumers are more open to forming new buying habits and brand loyalties. Advertisers use sophisticated consumer data to target their ads effectively, particularly at younger viewers who are considered more valuable in the long term.

Step-by-step explanation:

The student's question is asking to identify which statement best explains why television advertising focuses on the 25 and under age group, despite the fact that people aged 46 to 55 spend more money per capita. The most compelling explanation is provided by option (D): Those who make decisions about television advertising believe that people older than 25 almost never change their buying habits. This recognizes a fundamental belief in marketing that younger consumers are more impressionable and likely to form brand loyalties, which can last a lifetime, making them a more valuable demographic to target.

Additionally, television executives prioritize shows with high ratings among the younger demographic since those viewers are seen as the most desirable by advertisers. This is based on the trend that younger audiences are more engaged with new brands and products, and advertisers aim to capitalize on this engagement over a longer period. Thus, even if older age groups spend more currently, the potential lifetime value of younger consumers might be higher from a marketing perspective.

Moreover, Television advertising is a key strategic tool for reaching consumers where they live, and network and cable television companies provide sophisticated data to target ads effectively. This supports the intensive focus on the younger demographic that is not only currently consuming media voraciously but also expected to continue to do so in the future.