Baby Boomer (MLCer) TV

I recently read an interesting article having to do with marketing to MLCers.


  • After 40 years of catering to younger consumers, advertisers and media executives are coming to a different realization: older people aren’t so bad, after all.
  • Marketers like Kellogg’s, Skechers and 5-Hour Energy drink are broadening their focus to those 55 and up, who were largely ignored in most of their media plans until recently.
  • Network executives are planning to introduce shows created to have broad appeal, including to older viewers, and the ad dollars they represent.
  • As a result of the recent recession, unemployment rates for younger age groups have been far higher than those for older Americans. The most recent unemployment rate for those 20 to 24 years old is 14.2 percent; for those 25 to 34, it is 9.4 percent. The rate for people aged 55 to 64 is only 6.2 percent.
  • According to the Bureau of Labor Statistics, those people aged 45 to 54 and 55 to 64 had the highest median weekly earnings of any age segment in the United States: $844 and $860, respectively. Meanwhile, those 20 to 24 had weekly earnings of only $454. Those who are 25 to 34 earned $682.
  • In some ways, they are the ideal consumer. They have money, they consume loads of media, and they remain optimistic.
  • For decades, television has been the most determined proselytizer on behalf of the premium value of reaching consumers aged 18 to 49. In the 1960s, ABC found itself hopelessly uncompetitive with CBS and NBC in what was then the standard ratings measurement, total households. So the network adopted a strategy to appeal to younger viewers with programs like “Batman,” “Shindig,” and “Mod Squad.”
  • The idea caught on, and even as the boomer generation grew older, advertisers continued to court younger viewers — first on the theory that they had not yet established brand loyalty, then because they were harder to reach than mature viewers who watched far more television.
  • Since then, all advertising sales have been based on two main groups, those people aged 18 to 49, and those 25 to 54. Once viewers reached 55, they were considered all but valueless.
  • For companies to avoid shifting advertising and marketing attention toward older Americans is a big mistake.  You risk not only growth, but at some point you risk your brand.
  • NBC’s study of those people 55 to 64 showed that they spent more than the average consumer on categories like home improvement, large appliances, casual dining and cosmetics.
  • They have also become heavy spenders on electronics and digital devices. The study also showed that members of the 55-to-64 age group were just as likely as those ages 18 to 34 to have high-definition televisions, digital video recorders and broadband service.
  • They don’t buy everything.  They don’t play video games.  But iPods?  Yeah.  iPads? Absolutely.
  • The median age for audiences for every broadcast network has moved upward since 2006. NBC has moved to 50.1, from 48.5; ABC increased to 52.3, from 47.4. Fox, always the youngest network, aged to 45.4, from 41.5. CBS began at 53 and is now at a median age of 56.
  • 35 to 64 is becoming a relatively common target now.


Okay – so companies would like to target the Baby Boomers.  But first, the networks have to show programs that appeal to us MLCers, right?


The 70’s Show?  Nope.  Yeah, I like the fashions – but not the content.


The Wonder Years?  Yes, that’s what I’m talking about.  The settings.  The events of that time.  The innocence of youth.  The respect for our elders.  I loved that show.


How about reruns?  Leave It To Beaver?  Nah, a little too old for me.


The Brady Bunch?  Yes!  As corny as it was – it was still a wholesome show.


What kind of TV shows would appeal to you – the Baby Boomer?  Or what reruns would you like to see come back to TV?  And are there any commercials that you can relate to as a MLCer?  For example, here’s one that has MLC all over it:

93 Responses to “Baby Boomer (MLCer) TV”

  1. kathi says:

    @Sally, @Rod: Thank you!!! Going to write a comment on the current post…

  2. LINDA KATO says:

    Good evening everyone ❗ 😀

    DIO: Rifleman (w/Johnny Crawford, my favorite singer), Gunsmoke, Bonanza, etc.

  3. DIO says:

    Just curious……were any of you into westerns (cowboy shows)? If so, which ones?

  4. hydroman72 says:

    JJ Walker – Good Times
    Gary Coleman – Different Strokes
    Bill Bixby – My Favorite Martian
    Rowan & Martin’s Laugh-In

  5. gretch says:

    Think someone mentioned earlier about My Three Sons and that there was an Uncle Casey and Uncle Bub. Actually, I believe William Frawley was just Bub – he was the boys’ grandfather (their late mother’s father) – and when actor William Frawley died, William Demarest came to the show and joined the household as Uncle Charlie. I think!

  6. DIO says:

    Fawlty Towers? Now that’s a hilarious show. I kept watching the opening sequence to see what the sign would say. One time the kid rearranged the letters so it said, Farty Towels. 😆

  7. DIO says:

    Good evening everybody!! 😀

    Congrats to M, Masako, and the new graduate. 😀

    M: has the Vog affected you too, making you teary eyed? 😉

  8. Rodney says:

    @Kathi – you got mail. 😉

  9. Sally says:

    @kathi: I have a copy of that YU Firetruck pic. I will email to Rod and he can forward to you. Unfortunately, don’t have the entire paper, just the photo.

  10. losthawaiian says:

    @ NaPueo, Monty python’s “Holy Grail” was hilarious and only matched at the time with “Blazing Saddles”. I used to watch Fawlty Towers with John Cleese and I now watch The IT crowd in it’s fourth season. My all time best british comedy was Coupling which only lasted for four seasons. Smart writing and acting about six 30-something friends. Sort of like an english version of Friends. A little bawdy but, absolutely funny!

  11. KAN says:

    M & Masako & snow – congrats on your graduates!

  12. KAN says:

    @NaPueo – I *LOVE* the Red Green Show. It was sad when Steve Smith stopped making new episodes. But the Canadian comedy I’m talking about is the “Rick Mercer Report,” and “This Hour Has 22 Minutes.” Rick Mercer is Canada’s Jon Stewart, but he’s only on once a week (and only in the fall and winter. My year is divided into two parts – baseball and Canadian comedy.)

    Re Red Green – as much as I love the show, it always makes me sleepy. I’m glad they run it up here at 10:30 for those nights when I have insomnia.

    @kathi – Sweetie loves “Kids in the Hall.”

  13. NaPueo says:

    Let’s go with English comedy, Monty Python’s Flying Circus.

  14. NaPueo says:

    @KAN:Canadian comedy like The Red Green Show?

  15. LINDA KATO says:

    Good morning MLCers ❗ Happy Wednesday ❗ 😀

    A beautiful, sunny, cool day in Hawaii ❗ 😀

  16. kathi says:

    @KAN – I actually don’t know any Canadian comedy shows except for Kids in the Hall – always a big favorite.

    I don’t remember Kazekozo. One of the shows I do remember is Ninja Hattori Kun. Not either of the cartoon versions, but a live action version. It was not on for very long, only a year or maybe two. This is another one that I sometimes wonder if I hallucinated, except that it is mentioned in Wikipedia, so at least one other person hallucinated it, too. Of course I would be the one who hallucinated a show with a Ninja dog in it.

  17. ankleBYTERS says:


    You must be related to HNL2LASt 😆

  18. M says:

    Guud morning MLCers!
    What a night last night at my sons gradaution!

  19. KAN says:

    @Rod – I resemble that remark! Actually, being this short makes it easier to cut in line 😉

  20. Sally says:

    @hydroman72: hmmmm, another one to ask my brothers about. Got me thinking, if that was not Kazekozo, who was that Red Wind-Blown Man? LOL!!!

  21. hydroman72 says:

    @Mark75 – thanks for the video, that sure brings a lot of memories of Kaze Kozo.
    @Sally – I don’t recall watching Kaze Kozo at the theaters and I don’t recall it ever being in color. Hmmm….I need to think harder about this one.
    @losthawaiian – come to think of it, I don’t recall any subtitles too. So how did we understand what was going on? I guess the action was so good, it didn’t matter. lol

  22. Rodney says:

    Thanks Linda. 😀

  23. LINDA KATO says:

    Rod: Thank you again for working so hard to keep this blog going ❗ You are appreciated ❗ 😀

  24. Rodney says:

    May 24th, 2011 at 12:09 pm # edit

    I must be one of the omega boomers-I’m always last in line.

    Or maybe because they line up by height. j/k!

  25. Rodney says:

    The faithful blogmaster T.O. fixed it after 1 text message. WTG, TO!

  26. Sally says:

    Lights On!

  27. shoyu burner says:

    Eh same problem with me.. maybe its the “twilight Zone” (weird music to follow)…….

  28. LINDA KATO says:

    DIO: Technical difficulties. Same thing happened to me!

    Good evening everyone ❗ 😀

  29. KAN says:

    @DIO: I had the same problem. Scared me. And I got back in the same way you did.

  30. Seawalker says:

    Now, if you were marketing something to the Baby Boomers, what kind of products would you market?

    When you say baby boomers, you are also saying MLCers. First thing that pops into my mind is a set of wheels. For me, it begins with a “B”. And it is not a Buick. We’re talking BMW. A BMW announces you’ve arrived. A BMW is sort of like a status symbol. A BMW lets everyone know that you made it big. 🙂

  31. DIO says:

    Hmmm, okay, that worked. Maybe it’s just me, but when I access the homepage now, it says

    Not Found

    Sorry, but you are looking for something that isn’t here.

    The stuff on the right side of the blog page appears, including the latest comments, which is how I got back to this blog entry…

  32. DIO says:

    Testing, testing 1-2-3…

  33. snow says:

    good afternoon MLCers!

    some of the shows i loved, i can barely stand watching now. guess my tastes have changed since i was 6 years old!?! i’d love to watch a variety show with live entertainment but not necessarily with stupid skits unless they are actually funny!

    M – congrats to j!! he’s had an awesome high school career! much success to him in whatever he chooses to pursue! i know he’ll do well in whatever he goes into!

  34. hemajang says:

    Nix that, it wasn’t Ann Southern, it was Eve Arden and she was in another sitcom, Our Miss Brooks. This alpha boomer is losing it.

  35. KAN says:

    I must be one of the omega boomers-I’m always last in line.

    I watch no episodic tv any more (meaning no fiction with a plot line, either dramatic or comedic). My stepdaughter almost got me hooked on “Glee,” but that requires too much effort 🙂 I watch “CBS Sunday Morning,” “Mythbusters,” Alton Brown’s “Good Eats,” & some Canadian comedy shows that no one else (except maybe kathi) would recognize. When I go home, I love to watch “Soko Ga Shiritai.” I can’t get it in Seattle.

    I used to love “Scarecrow & Mrs. King,” “Love Boat,” and “M*A*S*H.” “Cosby” was fantastic too. Last night, I was thinking about a show called “Black’s Magic” with Hal Linden and Harry Morgan that I also loved.

    Any old time radio shows that people remember and love? Or is that another topic?

  36. hemajang says:

    @Mike, don’t forget the charmingly annoying Zelda. Think it was Ann Southern? who played the teacher, I have to look it up.

  37. Mike in Waipio says:

    @Rodney (5/23; 10:22 pm): Alpha Boomers? I guess that means me; born in 1948. @hemajang (5/24; 6:13 am): Hawaiian Eye also had Robert Conrad (later James West in “Wild, Wild West”). I loved Connie Stevens and her music (best known for “Sixteen Reasons” but my favorite was “Apollo”). Back on topic: Too many favorite TV shows to list here, but one not mentioned yet is “The Many Loves of Dobie Gillis”. My favorite was Bob Denver (Maynard G. Krebs); and the show had other names like Tuesday Weld and Warren Beatty.

  38. DIO says:

    Actually, I think it really is difficult to market to the “older” folks, as it can be so widespread with regards to interest. Some relive earlier days and purchase the things they had, or wish they had: like a certain car, bicycle, toy, whatever. Others go for new things: Bgger, big screen tv…newer, faster computer, etc.

  39. DIO says:

    Now, if you were marketing something to the Baby Boomers, what kind of products would you market?

    You mean besides Poli-Grip, Dentyne, and Depends? 😆

    Nah folks, just kidding…

  40. DIO says:

    Good morning everybody!!

  41. LINDA KATO says:

    Good morning MLCers ❗ Happy Tuesday ❗ 😀

    M: Congratulations to your son tonight ❗ 😀

  42. M says:

    Guud morning MLCers!
    Our son graduation is tonight.

  43. hemajang says:

    Yeah Mark’75, I remember singing along to the Kazekozo theme song. Thanks, good one. Another catchy tv theme music was “Combat” that I watched regularly w/pop, he loved that show.

    Yes, Route 66 I remember but not very well. I regularly watched 77 Sunset Strip w/”Kookie Kookie Lend Me Your Comb” Ed Byrnes and Hawaiian Eye w/Connie Stevens and Poncie Ponce.

  44. kathi says:

    @losthawaiian: Then Came Bronson – yes, exactly! I will always love the opening sequence where he is talking to the guy in the station wagon.

    When I got my own Sportster you know that was in the back of my mind.

  45. NaPueo says:

    Or “The Prisoner”?
    Short lived series.

  46. NaPueo says:

    Was “Route 66” too early for MLCers?

  47. Rodney says:

    Oooh, I would love to have a baby window bug. And a Karman Ghia too – for old times sake. 😉

  48. losthawaiian says:

    Rodney, I would market products that remind us of our youth. I see so many Boomer’s driving classic 60’s muscle cars around here. There’s also a car club near here that caters to VW bug owners. Nothing really modified, just classic resorations. I saw a Karman Ghia for sale with the Porsche engine for about $25K.

  49. losthawaiian says:

    eary=early, must be getting late!

  50. losthawaiian says:

    Wow, talk about eary memories. Kazekozo was my first action hero next to Astroboy. I don’t recall the movies having any subtitles but, it didn’t matter to me as I was too young to read them anyway.

  51. Rodney says:

    Now, if you were marketing something to the Baby Boomers, what kind of products would you market?

  52. Rodney says:

    Never saw Kazekozo. Us folks on the Windward side couldn’t get the KIKU signal due to the Koolau mountains.

    We could get little bit of the signal, but it was all snowy. I think late on Friday nights we tried to watch Roller Derby – in a snowstorm. LOL

  53. Rodney says:

    @volleymom2 – Marcia Brady was too old for me. I liked Jan Brady. 😳

  54. Rodney says:

    IIRC, a Flintstones movie is in the making.

    Aah, the Flintstones. The 5:00 cartoon after Checkers & Pogo. Followed by either Gilligan’s Island or F-Troop.

  55. Rodney says:

    @hemajang – There’s a name for the early boomers: Alpha Boomers. Really.

  56. LINDA KATO says:

    More memories….. thanks for sharing ❗ 😀

  57. Mark'75 says:

    @Sally: Nihongo gakkoo came through again!

    Kaze Kozo theme song:

    Click also the 10:45 link in the right hand column for more Kaze Kozo.

  58. Sally says:

    Courtship of Eddie’s Father.

  59. Sally says:

    We walked to Kapahulu Theater to watch Kazekozo movies and all I can remember is a big red samurai with big, long white hair blowing in the wind. And you’re right, can’t find anything online.

  60. hemajang says:

    Kazekozo? Yeah, I vaguely remember that, had a catchy theme music, can somebody hum a few bars? Wasn’t the main character a kid samurai?

  61. hydroman72 says:

    There was a Japanese TV show that my brother & I watched every week, it was “Kazekozo”. Did anyone else see this? I tried to look everywhere to see if it’s showing but never found it again.

  62. losthawaiian says:

    @Sally, I love your comment about the wonder years was like Stand by me without the dead body,lol
    @kathi, wasn’t Then came Bronson about Michael Parks character trying to find himself after his friend’s suicide and leaving him his Harley to explore America? I loved that show and I always wanted to get a bike and cruise around like he did.

  63. losthawaiian says:

    I was just talking to some co-workers about this topic and I was reminded of My Three Sons with Fred Macmurray. Remember uncle Casey (Willian Demarest) and the original before him was uncle Bub ( William Frawly).

  64. LINDA KATO says:

    Good evening everyone ❗ 😀

    Enjoyed reading all of your posts. I remember most of those TV series.

  65. DIO says:

    Good evening everybody!!

  66. ankleBYTERS says:

    The Outer Limits, Combat, Rat Patrol, 12 O’clock High

  67. ankleBYTERS says:

    Mooooosic from the ’90s…

    Jennifer Lopez – I Could Fall In Love

  68. dihudfan says:

    how about Jed Clampet… or Gomer Pyle, Ophie… Happy Days??? Gilligan’s Island??? Get Smart??? Mission Impossible??? Twilight Zone??? One Step Beyond??? Really like animated one’s too… Jetsons… Yogi Bear… Flintstones.

  69. hemajang says:

    So baby boomers are being targeted and catered to on television? not that I noticed. I guess it depends on the product. Nowadays I regularly watch the news, sports, NHK, some PBS, no series, watched the first episode H50 and another one because a co-worker had an appearance. I would be clueless even if media executives were targeting my age group. I did enjoy most of the early programming that everyone mentioned above…I too, didn’t care for “The Brady Brunch.” It came out when I was in Army/UH. I think it makes a difference in likes/dislikes on whether you were early boomer or later boomer. I was in the Woodstock generation and earlier watched many episodes of Leave it to Beaver, Father Knows Best, I Love Lucy, My 3 Sons, Ozzie & Harriet, Ed Sullivan Show, etc. My favorite sitcom of all time came later…Taxi.

    I mostly channel surf during commercials. Those with a strong musical presence may catch my attention. I like the Chrysler commercials w/”lose yourself” in the background. Weird but I can’t handle the Zippy’s spot with the teenager and his face messy w/spaghetti sauce, I either turn away or change channels…has a distasteful effect on me…but went to Zippy’s on Saturday for dinner. The new miso ginger chicken was eh-eh bland, should have ordered chili spaghetti.

  70. kathi says:

    I actually liked That 70s Show quite a lot, but maybe it’s partly because I spent those actual years in the vast midwestern wasteland (and only about an hour from “Point Place, Wisconsin”).

    I don’t have many shows I’d like to see in reruns. We have some local nostalgia TV stations here as well as the national ones like TV Land, and quite honestly, a lot of shows don’t age very well. The ones I would like to see are The Wonder Years, Bob Newhart Show, Dick Van Dyke Show and Then Came Bronson.

    Speaking about trying to appeal to “our” market now – the networks don’t give new shows a chance to appeal to anyone before canceling them. A few shows that I liked that never got enough time, some that would generally appeal to MLCers and some not: New Amsterdam, Journeyman, Life on Mars, Life, The Chicago Code, and Justice.

    I am one of the few people who hated The Brady Bunch then and now. Totally no appeal for me. Except of course that the dog went on to play the role of “Blood” in A Boy and His Dog, arguably one of the weirdest and most disturbing movies ever.

    I can’t think of any specific commercials good or bad offhand, but I especially dislike the stereotype that over-50 folks are technological idiots. I will rarely buy computers or accessories “live” because I do not take it well when some twentysomething talks to me like I am a clueless because I am a 50-plus female.

  71. volleymom2 says:

    Wow.. like all those classics!! Bewitched, That Girl (I liked her independence and fashion), Sonny & Cher, Carol Burnett, American Bandstand (used to watch it all the time 12 Noon), Brady Bunch (I was in love with Greg Brady, lol! Who was in love with Marcia?), Wonder Years, Candid Camera, Barney Miller.
    I liked some of those 50’s shows, I vaguely remember being so small, but they were on TBS years ago , I watched Leave It To Beaver, Donna Reed, Dick Van Dyke, I Love Lucy (big fan).
    One of my all time fave movie- Sandlot (late 60’s, early 70’s?)!!

  72. ankleBYTERS says:

    Boy Meets World
    7th Heaven

  73. losthawaiian says:

    As for daytime TV, I would watch the original Jeopardy w/ Art Fleming and Don Pardo with my mother. Also, Art Linkletter in Kids say the darndest things. How about the original Candid Camera w/ Allen Funt.

  74. Kage says:

    Good Morning.

    I liked Flip Wilson too.

    Another busy day today.
    I will check in later.

  75. losthawaiian says:

    Another favorite was The Addams Family. Not as morbid as the original comic strip but, much funnier than the Munsters. Also, the Man from U.N.C.L.E.

  76. ankleBYTERS says:


    The 70′s Show….I just spent a little over 3 weeks viewing the entire 200 episodes , 8 seasons worth….the episodes were only 22 minutes a piece so you could watch like 6+ per evening . Ashton was such a space cadet in the show ❗

    Here’s a commercial from ’65 that MLCers can relate too 😆

  77. eddyo says:

    jus’ to show Boomers Rock!!! we had, have & always will get the progressive edge on thinking that why do we have to think outside the box, since we question why do we even have the box!
    For the record, good show to me needs to be reflective, regardless of comedy or drama. not necessarily crude, mean or especially predictable. sorry about the Monday morn rant…

  78. Sally says:

    Good Morning M! Great Minds!

    Yes, losthawaiian, Opie Taylor was such a cutie. I often wonder what happened to that little girl at the end of the Danny Kaye Show? She used to sit on his lap and they’d have a little conversation, she was such a cutie. Wonder what she looks like now.

  79. Sally says:

    Taxi. Bill Cosby Show. Carol Burnett Show. Ed Sullivan Show. Where The Action Is. American Bandstand. All accessible via U2B. And perfect for those of us with ADOS, we can watch only the segment we want to, without the 3 min Burma Shave commercials.

  80. M says:

    Guud morning MLCers!
    Carol Burnett Show

  81. Sally says:

    Wonder Years was so us! Kinda like watching Stand By Me without the dead body.

  82. Sally says:

    @Rod: it’s funny that you are only a couple years younger than me and yet there are so many things that you claim are “too way before your time”. Leave It To Beaver was one of my faves and you cannot relate to that… wasn’t it still airing?

    I’m with losthawaiian. Don’t like reality shows. Unless it’s a REAL reality show like Ghost Hunters or DWTS. That’s about it. BHAHAHA!

  83. Sally says:

    Shindig!???! Groovy.

    Then I discover I’m “valueless”??? WWD? I don’t think any of our shows could successfully come back as reruns, but I’m happy they are accessible. I’m thinking, in addition to those listed by losthawaiian, Petticoat Junction.

  84. LINDA KATO says:

    Good morning MLCers ❗ Happy Monday ❗ 😀

    Must think about this topic before responding.

    Have a great day everyone ❗ 😀

  85. losthawaiian says:

    More from the 70’s and 80’s…..
    MASH, All in the Family, Cheers and the original cast of SNL.
    From the 60’s, The Smothers Brothers show, Andy Griffith………

  86. losthawaiian says:

    I like TV shows that have good writing/ dialogue. Funny comedies that don’t have to resort to being too crude for laughs. Dramas that make you think. What I really don’t like are any of these “reality” shows. For example, shows from the 70’s, Barney Miller, Taxi, etc.

  87. superman808 says:


    Check out the Osmond Brothers…

  88. superman808 says:

    I dig Flip Wilson!

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