Research relays which media can reach prospective residents

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Interested in advertising to attract potential residents? New research offers some insights into the habits and preferences of older adults.

David Cwi, president of Indianapolis-based Cwi Associates, shared results of a review of research with 23,392 adults aged 75 or more years within 83 metro areas; the sample was balanced to reflect the population weight of each market area. The data came from Houston-based International Demographics' survey known as The Media Audit.

For the polled older adults who watch TV (8.5% say they do not), the most popular times are 8 to 11 p.m. (67.3%), followed by 7 to 7:30 p.m. (66.5%) and 7:30 to 8 p.m. (66.3%); 79.2% of respondents said they have cable TV or satellite. The Fox News Channel, The Weather Channel and CNN are the most popular cable channels, with 45.4%, 42.3% and 36.4% of participants, respectively, saying they watch the channels during the week. Early news shows on the three major national networks are the most popular news programs.

Newspapers are a popular form of media among respondents, with 64.7% saying they read a newspaper on weekdays and Sundays, 61.3% saying they read a newspaper on Sundays and 57.8% saying the read a newspaper on weekdays.

Although almost 55% of respondents said they do not listen to the radio during the week, those that do most often listen between 5 and 10 a.m. (27.1%) and 10 a.m. and 3 pm. (27%). Favored programming formats included news (26%) and talk (25.8%).

When it comes to Internet exposure, 58.5% said they have none. Among those who do visit websites, Google is the most popular website visited in the past month (30.3%).

Cwi said the information can be used to select media outlets and create media plans and marketing partnerships.

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