Research Findings: Influence of Television Advertisements on the Purchase of Retirement Homes Among Elderly Adults
The 2025 Active Adult/Retirement Community Purchase Funnel Study, conducted by Dynata, has revealed that television advertising continues to be an effective means to market to baby boomers and Generation X consumers approaching retirement age.
Key findings of the study show that TV reaches 80% of active adult/retirement community consumers, which is twice the reach of any other platform, demonstrating its dominant role in this market. Among those who identified TV as their main media source for awareness, 70% preferred broadcast TV over cable, suggesting broadcast remains more influential than cable within this demographic.
The study also found that 94% of these consumers took some action after seeing TV ads, highlighting TV's strong influence on purchase behavior for retirement housing. TV was the most important influencer at all stages of the purchase funnel, from initial awareness to final decision-making.
For consumers who engage in online searches, 92% said that linear TV ads influence their online search choices, showing that TV advertising also drives digital engagement. Local TV websites and apps are popular among these consumers, with over 90% viewing ads on these platforms, indicating that local TV digital extensions are effective complements to TV ads.
The study, titled "The 2025 Active Adult/Retirement Community Purchase Funnel Study," was conducted by Dynata. However, it did not provide specifics on the actions taken by consumers after seeing the television ads or any information on the effectiveness of television advertising compared to other marketing methods.
Despite the rise of new technologies, the study reflects the sustained relevance of traditional TV media in guiding consumer decisions in the retirement housing market. More information is available on the TVB website.
- The study suggests that personal-finance information, such as that related to retirement housing, can be effectively disseminated via television broadcast, as it reaches 80% of active adult/retirement community consumers, twice the reach of any other platform.
- Among those who identified TV as their main media source for awareness, 70% preferred broadcast TV over cable, indicating that broadcast content remains more influential than cable within this demographic.
- The study reveals that finance-related content, such as ads for retirement housing, can significantly influence consumer behavior, as 94% of these consumers took some action after seeing TV ads.
- The report also indicates that TV ads can drive digital engagement, with 92% of online searchers stating that linear TV ads influence their online search choices, and over 90% viewing ads on local TV websites and apps.
