In just six years, the generation that once defined television will, by its own definition, "disappear." That's when the youngest of the baby boomers (people born in 1964, the cutoff year according to the U.S. Census Bureau) will turn 55, exiting the last monetizable Nielsen demographic. In fact, the last of the baby boomers are already halfway out the door-they turn 50 this year, leaving the so-called "advertiser-desired" 18-49 demo group behind. And just like that, more than 80 million viewers-with an estimated spending power of more than $3 trillion-will no longer be considered relevant.
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