The Hows of Wise Up!
The data in Wise Up! comes from two studies.
1. The quant phase: How visible are older people in UK advertising?
We took the top 1,000 ads by media spend in the UK and coded them for age and gender to see how many feature older people. It's the most comprehensive study to date on the level of age representation in UK ads.
2. The quant-qual phase: How do you make ads more effective for older audiences?
We selected 56 ads from System1's Test Your Ad database that either feature or target older people.We tested these ads with a nat rep sample and a custom sample (by age and gender where appropriate eg 55+, 55+ female)
In this report we have focused on the 27 ads within this sample of 56 that achieved a System1 Star rating of 3-Stars or higher with the custom sample, looking to understand the themes and choices that led to this success.