Targeting a Multigenerational Audience with DRTV

Targeting a multigenerational audience in a DRTV campaign is like hosting a family reunion. You must keep Grandpa entertained, Mom engaged, and Gen Z from scrolling on their phones. But how do you speak to all age groups while driving the same result for your product?

  1. The Magic of the Problem-Solution Framework

In DRTV, we love a good problem-solving setup because let’s be real, everyone has different problems. Your message should be broad yet personal to reach a multigenerational audience.

Take step-in sneakers and boots as an example. A commercial could feature:

  • A teen slips them on after soccer practice because tying shoelaces is so much work.
  • A busy mom stepping in as she wrangles the kids out the door (we all know the real struggle is just leaving the house).
  • A senior who appreciates them because bending down to tie shoes isn’t as easy as it used to be.

By featuring real users from different generations, you show how your product fits seamlessly into every stage of life.

  1. Pick the Right TV Networks

Let’s talk about TV habits. Traditionally, DRTV advertisers love networks like MeTV, Get TV, Grit, and Inspiration for the 65+ crowd; they’re watching and are ready to buy.

But what about Millennials (like me)? We love streaming but are also tuned into Bravo, E!, HGTV, and Magnolia because we either love drama or think we’ll actually renovate a house one day.

And then there’s Gen Z, who basically exist in a world of memes and TikTok. To reach them, make it interactive and digital-friendly and keep it short (think 15-30 seconds instead of 60-120 seconds).

  1. Different Generations, Different Call-to-Actions

Not all viewers respond the same way:

  • The older demo wants a toll-free number because old habits die hard.
  • Millennials will scan a QR code while deciding between meal prepping or ordering take-out for the third time this week.
  • Gen Z will text a code or click a link to buy a product, but only if it is trending.

  1. The Power of CTV

CTV (Connected TV) is essential to reaching younger audiences who have ditched traditional TV and only stream content. Adding CTV ads to your campaign means your message is reaching the TikTok generation on Hulu, Roku, and YouTube TV. CTV ads help bridge the generational gap, ensuring your message reaches every age group, whether they’re watching reruns on MeTV or bingeing reality shows on Hulu.

Bottom Line:

A winning multigenerational DRTV campaign understands that everyone, regardless of age, has problems that need solving. Whether they’re rushing out the door, finding it hard to bend down, or just want to be on-trend, the right message on the right platform, with the right CTA, will turn viewers into buyers.