A growing mature demographic has resulted in an increase in media spend as businesses realize the power of the silver dollar.
This is particularly evident in the retirement living and aged care category.
Nielsen (2016) competitive spend data reveals an increase in this category‘s media spend of 48% over the past two years. The biggest drivers of this increase are within metro and regional TV, up +186% and 53% respectively, regional press +53% and radio +73% (this equates to nearly $3M additional dollars invested into radio).
It should be noted that these figures do not take into account the many industry digital sites and print titles as they are not monitored by Nielsen.
As consumer choice plays a bigger role in the aged care sector, in particular how businesses market in order to attract clientele, an innovative approach to the increasingly cluttered market place will become a key focus.