For products tailored to seniors, TV remains a dominant force. They still rely heavily on traditional television for their news, entertainment, and—importantly—commercials. Out of the 60.7% of the American population that still watches TV, consumers aged 55 & up watch the most according to askattest.com (An enterprise-grade platform for qualitative and quantitative research).
This demonstrates an essential truth: TV is still a highly effective way to reach an increasingly concentrated older audience. Here’s a closer look at the types of products for older consumers that continue to sell well on television and why this medium remains so impactful.
1. Health and Medical Equipment
Health is a top priority for seniors, and TV shopping networks cater to this need by offering a wide range of products designed to support well-being. One of our long-time clients, Life Alert, still invests the bulk of their ad budget in television because it continues to be the largest megaphone for reaching their core audience. Their commercials target not just seniors, but also their adult children, who often make critical decisions about their parents’ safety.
Top-selling medical products frequently marketed on TV include Life Alert systems, mobility scooters, stairlifts, blood pressure monitors, medical alert bracelets, CPAP machines, adjustable beds, portable oxygen concentrators, and walk-in tubs. These products allow seniors to manage their health comfortably and independently from home.
2. Home Safety
Home safety is another significant priority for seniors, and television is a powerful tool for showcasing products that enhance safety and accessibility. Medical alert systems, like Life Alert and Philips Lifeline, are frequently advertised, emphasizing peace of mind for both seniors and their families.
In addition, other safety products such as grab bars, fall detection sensors, raised toilet seats, and recliner lift chairs are regularly promoted. These products are designed to prevent accidents, making daily life safer and more comfortable for seniors at home.
3. Vision and Hearing Enhancements
As seniors age, vision and hearing can decline, and TV commercials highlight a variety of products designed to address these issues. Hearing aids, amplified phones, and TV listening devices are popular items, helping seniors stay connected and engaged. Brands like Audien Hearing and Beltone have thrived by offering products that emphasize ease of use and improved functionality.
Magnifiers, large-print books, talking watches, and CCTV magnification systems are also commonly advertised to help seniors overcome everyday challenges related to vision impairment.
4. Retirement Planning and Tax Services
Retirement planning is essential for seniors, and many TV ads focus on products that make retired daily life more financially secure. Services such as tax services, investment opportunities, and Gold and Silver brokerages are a great examples of ads geared towards people 55 and up. A nest egg that has been amassed over a lifetime of working needs to be protected and invested in order to have a secure future for people that are approaching retirement or in retirement.
Here is an example of an ad targeting 55 and up.
5. Hobbies and Leisure Activities
TV shopping channels also cater to seniors’ hobbies and leisure activities. Craft kits, gardening tools, and puzzle books are frequently advertised to keep seniors engaged and entertained. Crafting supplies from companies like Hobby Lobby and Michaels appeal to those who enjoy creative pursuits, while fitness programs such as SilverSneakers help older adults stay active and healthy.
Music collections, audiobooks, and genealogy kits are also common products marketed for senior leisure, offering a mix of fun and mental stimulation.
Despite the explosion of Instagram and TikTok shopping outlets, TV remains a powerful platform for reaching the older demographic. Whether it’s health, safety, comfort, or leisure, television remains an essential way to market products that cater to seniors’ unique needs. While technology and lifestyles may continue to evolve, the core mission of these products—to enhance the quality of life for seniors—will always remain central. Television, for now, is still one of the best ways to get that message across.
