55세의 캐리 브래드쇼: 여전히 멋지지만 광고주에게는 너무 늙었다고요?

The character of Carrie Bradshaw made her debut on HBO as the lead of Sex and the City (SATC) in 1998 at the age of 33. For six seasons, SATC became a kind of secret roadmap for those looking for love, those starting out or starting over, the cool kids wanting the latest look and anyone who just wanted a fabulous life in what many believe is the greatest city in the world.

쇼러너이자 제작자인 마이클 패트릭 킹과 주연 배우 사라 제시카 파커는 캔디스 부시넬의 소설을 원작으로 한 이 작은 시도를 시작하면서, 월급의 대부분을 신발 쇼핑에 쓰는 섹스 칼럼니스트인 파커 캐릭터의 이미지를 정의하는 상징적인 룩을 위해 중고품 가게와 친구들의 옷장을 뒤지며 신발 쇼핑은 브래드쇼의 스포츠이며 챔피언입니다.

제목에 걸맞지 않게 레스토랑에서, 부티크에서, 부동산을 찾아다니며, 때로는 뉴욕을 벗어나 여행하는 장면에서 신용카드를 스와이프하는 장면이 사운드트랙처럼 흘러나왔습니다. 캐리와 그녀의 친구들, 그리고 그들의 시청자층은 광고주에게는 황금 같은 25~54세의 주요 구매층에 속해 있었기 때문입니다.

HBO에 소속되어 있다는 것은 광고주를 고려할 필요 없이 원하는 것을 자유롭게 창의적으로 탐구할 수 있다는 것을 의미했습니다. 하지만 프로그램이 인기를 끌자 신디케이션이 이어졌습니다. 그 후 SATC는 엄청난 방송 시청자를 확보하게 되었고 디자이너와 브랜드가 몰려들었습니다. 중고품 모으기는 제작의 필수 요소가 아닌 가상의 노력이 되었습니다.

Nearly 18 years after Carrie and friends closed out their final season, HBO rebooted SATCthis past December with And Just Like That-where the characters picked up their storylines in real time. Everyone has aged (magnificently) and matured into the next chapter of their lives. Our dear iconic Carrie, who graduated at the end of SATC from her one-bedroom/one-bath walk-up, where the stove doubled as extra sweater storage, to her penthouse with a closet the size of many Manhattan living rooms, has now, at the age of 55, also graduated out of the key demo of 25-54. Does that mean that advertisers should give the cold shoulder to the darling of designers?

In the 10 years between 2011 and 2021, the 55+ segment of the population grew 14.74%, while two cuts of the key demo shrank: persons 35-49 decreased by 4% and persons 50-54 decreased by 9%¹. Expanding that key demo to persons 25-64 would incorporate Carrie, half of the Baby Boomer segment, and all of Gen X².

Carrie’s credit card still sings, and loudly, as demonstrated in the current 10 episodes of shopping, restaurants and real estate. Likewise, the buying power of the 55-64 segment is strong; this group outspends younger demos on new vehicles³ and in many other key categories, because, to riff off of Carrie herself, “Enjoy yourself! That’s what your 20s are for. Your 30s are to learn the lessons. Your 40s are to pay for the drinks.” I say, your 50s and 60s are to buy what you want.

The 55-64 age segment, in fact, spends more on several key home improvement categories, including pools, bathrooms, kitchens, siding and the not-so-sexy but let’s-face-it-gotta-have-it HVAC categories. Looking at net worth, the trend is clear: 55-64 is the age break with the money to spend. In a 2021 survey⁴, household net worth broken out by age rose from $380,000 for persons 25-34 to $450,000 for persons 35-54 to $504,000 for persons 55-64.

If the past informs the present, And Just Like That could have a second and extended life in the syndication world that could mean an even larger broadcast audience. While broadcasters have already made the case for adoption of the extended demo, our data shows that if you don’t include the 55-64-year-old set as a buying target, you may miss a big opportunity. No doubt advertisers are already paying attention to the aging population trend which necessitates keeping up with consumers, consumer spending habits and audiences. And just as the creative world adapts and expands to an aging audience, so should the key demo.

This article originally appeared on Broadcasting + Cable.

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