System1 analysed the top 1,000 ads of 2021 based on UK media spend, coding work from 422 brands based on age and gender. It found that despite viewers aged 55 and over accounting for 65% of TV impressions (according to Barb data), only 23% of ads in the study starred people aged 55 and over. 

The study also examined 56 of the top ads featuring ‘strong roles for older people’, using the System1 platform to measure emotional response among a nat-rep sample of the general public and a custom sample of people aged 55 and over. Only five out of the 56 ads showed a positive uplift among older viewers, who had more complaints about ad length, generic content and lack of interest.

The analysis also found that it was rarer for older women to star in ads than older men.

The average score for adverts analysed in the report was 3.76 stars among the general public, and an average 2.96 stars for older audiences. System1’s Star Rating from 1 to 5.9 is used to predict long-term brand growth based on the emotional response people have to the creative, with happiness carrying the most weight. 

Jon Evans, chief customer officer, System1, said: “The older demographic is a massive commercial opportunity for brands, but too often they’re ignored or portrayed inaccurately.”

Kate Waters, director of client strategy and planning at ITV, said: “With our latest report, we sought to first uncover how deep the age representation imbalance is in advertising and then highlight ways in which advertisers can bridge this gap. Putting the insights into practice will bring forward wonderful stories featuring older characters who are authentic, valued and part of a greater whole.”