1

Boomers at the Door, Xers in the Field

TRAC Dev Workshop January 2012

2

Generation Definition

3

Live Births and Fertility Rate

4

Boomer Influences

5

Gen X Influences: ‘80-00

Columbia & Challenger, Berlin Wall, AIDS, Single Parents, Desert Storm, Bubba

Reganomics, Dot Com Bubble

Pop Culture: MTV, New Wave, Michael Jackson, Seinfeld, CDs & DVDs

Skeptics, Individualistic, Balance Work & Family, Pragmatic, Technologically Adept

6

Matching Nielsen

• Oldest Boomer: 66 and Youngest Boomer: 48– 50-64 not bad

• Youngest Gen Xer: 32– 35-49 ok for now

7

Lifestage Milestones

8

Sources of Life Stresses: 2008 & 09

9

Boomers in 2010 Follow-up

10

Viewing and Pledging by Generation

Gen Y Gen X Trailing Leading Silent+0%

10%

20%

30%

40%

50%

60%

Plg ViewingPledges

Income: Trailing and below are about 70% of $100k households.

11

Top 10 Leading Boomer ProgramsLeading

MM: BRITISH BEAT 61%

MM: 60S POP, ROCK & SOUL 60%

MM: MY GENERATION-60S 57%

60'S: LIVE 53%

E SULLIVAN: 60S ROCK&ROLL 52%

ROCK, POP & DOO WOP 46%

B DYLAN: LIVE-1963-1965 46%

GP: E CLAPTON CRSSRDS-CHG 45%

C KING-J TAYLOR: TRBDOUR 44%

MM: DOO WOP LOVE SONGS 44%

(Based on percent of pledges in the last five years)

12

Top 10 Trailing Boomer ProgramsTrailing

S VAUGHAN: PLAY HARD 37%

MM: 70S EXPERIENCE 31%

A KING-SR VAUGHAN-SESSION 27%

DAVID GARRETT: ROCK SYMPH 25%

RICH DAD'S GUIDE-KIYOSAKI 25%

GP: E CLAPTON CRSSRDS-CHG 23%

C NORTHRUP: MENOPUSE-BYND 23%

TOMMY EMMANUEL: CNTR STG 22%

OSMONDS 50TH ANNVSRY 22%

MM: GET DWN-DISCO EXPLSN 22%

(Based on percent of pledges in the last five years)

13

Top 10 GenX ProgramsGenX

RICH DAD'S GUIDE-KIYOSAKI 18%

ALONE-WILDERNESS 16%

S ORMAN: WOMEN&MONEY 14%

DR W DYER: INSPIRATION 12%

DR W DYER: INTENTION 11%

AGELESS SKIN: DR DENESE 11%

S VAUGHAN: PLAY HARD 10%

HUELL HOWSER 10%

CELTIC WOMAN: NEW JRNY 10%

ADD AND LOVING IT?! 10%

(Based on percent of pledges in the last five years)

14

Top 10 Leading Boomer - Non-Music

Italic - Not on trailing boomer list

Leading

SEWING-NANCY 40%

C NORTHRUP: MENOPUSE-BYND 39%

AMEN SOLUTION: THNNR-HPPR 35%

AGELESS SKIN: DR DENESE 34%

S ORMAN: WOMEN&MONEY 33%

YOGA-US: BACK-BASICS 33%

HEART HEALTHY YOGA 33%

DR M ROIZEN: YOU-DIET 33%

BRAIN FITNESS FRONTIERS 32%

E SLOTT: STAY RICH-LIFE 32%

15

Top 10 Trailing Boomer - Non-Music

Italic - Not on leading boomer list

Trailing

RICH DAD'S GUIDE-KIYOSAKI 25%

C NORTHRUP: MENOPUSE-BYND 23%

S ORMAN: WOMEN&MONEY 21%

DR W DYER: INTENTION 20%

AGELESS SKIN: DR DENESE 20%

STEEL CITY CHEFS COOKING 20%

ALONE-WILDERNESS 20%

DR M ROIZEN: YOU-DIET 19%

DR W DYER: INSPIRATION 19%

DR W DYER: EXCUSES BEGONE 19%

16

Leading Boomer

• Programs: – Health – Yoga, Brain, Diet– Affluence - Retirement finance– Late 50s & 60s Music

• Speaking to Values: – Idealistic: PTV mission– Demanding: PTV unwavering– Nonconformist: Only PTV does this– Self: PTV allows you to grow– Immediate Grats: Premiums are there

17

Trailing Boomers• Programs:

– Health – Not as important given lifestage – Affluence – General finance education– 70s Music?– Spirituality

• Speaking to Values: – Cynicism: Explain where the money goes, not part of establishment– And, PTV mission, PTV unwavering, Only PTV does this, personal

growth, – Premiums important

• Financially - not as well off as leading boomers

18

Gen Xers

• Programs: – Health – Not as important given lifestage – Affluence – General finance education – Late 70s early 80s Music? New acts like Celtic Woman– Spirituality

• Speaking to Values: – Cynicism: Explain where the money goes, not part of

establishment– Pragmatism of Premiums– Children pitches