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by | Jun 28, 2019

Millennials

More than just an Age Range

In the early 1930’s, a college dropout began selling cooking stoves door to door.  He was so successful that his boss asked him to write an instruction manual for the other salespeople.  The dropout’s older brother got a look at the manual and shared it with his bosses at the advertising agency where he worked.  The ad agency liked the manual so much they hired the dropout.  That’s how the “Father of Advertising,” David Ogilvy started his career.

Ogilvy is credited with many insightful quotes on the business such as, What you say in advertising is more important than how you say it,” and “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

Possibly his most famous quote is:

“Don’t count the people you reach.
Reach the people that count.”

~ David Ogilby

That quote has stood the test of time and is true today, especially when trying to reach Millennials.  Do you want to reach Millennials or the Millennials that count?


In 2019, the oldest Millennials will turn 37 and the youngest will be 23.  Logically, a 23-year-old is at a different stage in life than a 37-year-old both demographically and as a consumer.  Using your Marshall data is a good way to highlight the differences.

By using Defined Age when building a target in My Marshall Software, it is possible to group age ranges 28-37 and 27 and under.

(NOTE: for the purpose of this example, the younger Millennial target combines 18-27.)

Millennial Segment Comparison

The older Millennial segment is more educated, further in their career, has higher incomes, more likely to be married with kids, and be a homeowner.

The influence of media also differs…….


The younger Millennial segment is more influenced by Internet ads and Social Media than the older segment.  It should be noted that Television ranks as high as Internet among the younger segment and is the most influential among the older segment.


However, when both segments begin a purchase journey on the Internet and are using search, the behavior is similar……

When searching for a product or service online, do you typically…?

Both groups will click on a business they recognize first by a 6 to 1 margin.  This makes building awareness on television extremely important.  Ogilvy’s advice about effective advertising messages used on television will pay off when Millennials are at the bottom of the purchase funnel, searching online for a product or service, and are ready to buy.


True or false – Millennials don’t watch local television?

FALSE! 

Millennials do watch local television stations.  In addition to TV being the most influential, below is a look how a Marshall station in the Northeast reaches both segments….

With this data, an AE can demonstrate the impact of TV and digital and then identify programs that will impact both Millennial segments. A client will be reaching the Millennials that count.

David Ogilvy had a long and successful career.  He was a huge believer in research.  He also believed in following the research, instead of ignoring it if it didn’t provide an expected result.

Among the many quotes attributed to Ogilvy, my personal favorite is this,

Our business is infested with idiots who try to impress by using pretentious jargon.”

 Piece of advice, don’t be that guy.  You will make Ogilvy happy.

About Bruce Hahn

For over 20 years, Bruce has been working with Marshall Marketing client stations in the design and implementation of consumer research in the TV sales process. He enjoys working with account executives and research directors at stations to increase consumer awareness and market share for advertisers.