About the Report…
Wise Up! is an ITV x System1 partnership exploring how advertisers can appeal to the commercially crucial older demographic (55+). It's a sequel to ITV x System1's landmark ‘Feeling Seen’ (2021) report on the benefits of diverse and inclusive ads.
Why advertising? ITV and System1 are passionate about advertising because great ads build great brands. System1 tests 100% of TV ads in 95% of product categories in the UK.
Why diversity? Diversity is the right thing to do and the smart business thing to do – as Feeling Seen showed, understand what makes a community feel represented and your ads get more effective.
Why older people? They have huge and growing economic clout but how much do ads appeal to them? We decided to find out...