History Channel Top Buzz for Over 65s

Ted MarzilliCEO YouGov Direct
May 02, 2012, 3:53 PM GMT+0

History Channel, Subway and Ford are the best perceived brands by seniors in the US.

There’s been a lot of recent press coverage about how millennials are turning out to be a marketing disappointment because of their lack of disposable income and job prospects (Bloomberg BusinessWeek called them “penny pinching” just last month). Americans ages 65+ on the other hand, have on average been much less impacted by the great recession, experiencing a net worth decline of just 6% between 2005 and 2009 vs. a 28% decline among all Americans according to a recent Pew Research Center study.

Adults 65+ show stronger positive feelings about the brands they perceive best compared to adults in the 18 – 49 demo. Both demos share a three favorite brands: Subway, Amazon.com, and Cheerios.

However, the remaining brands on the boomer list show which companies have marketed themselves best to the needs of this age group: History Channel, Ford, Lowe’s, Olive Garden, V8, Discovery Channel, and Walgreen’s.

The YouGov BrandIndex universe of more than 1,100 brands was measured with the company’s Buzz score, which asks respondents “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Results were screened into two distinct age groups: adults 65+ and adults 18 – 49.

YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.