In times like this, it’s still crucial for financial institutions to advertise to boomers.
Year-over-year ad spending on financial services and insurance was down 13.4 percent in 2008, according to Nielsen IAG. Fifty-five percent of people who have seen more advertising for their financial institution say they have “complete confidence” in the financial health and soundness of their financial company. And older adults – those age 55 and over with assets of more than $100,000 – are more confident than the average.