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News for Baby Boomers
Baby Boomers Choose to Say They are 'TV Generation'
Cable television, Challenger explosion most
meaningful events
October 27, 2006 - The 78 million Americans born
between 1946 and 1964 -- commonly referred to as Baby Boomers -- are far
more likely to describe themselves as The "TV Generation" than Baby
Boomers, a new study from TV Land has found. Additionally, the study
found that the most meaningful cultural and historic events of Boomers'
lives were not Woodstock and the war in Vietnam, as many would believe.
Rather, the birth of cable television and the 1986 Space Shuttle
Challenger explosion ranked as the overall most meaningful cultural and
historic milestones in their lives, respectively.
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The study was conducted by Latitude and
commissioned by TV Land as part of its on-going efforts to gain a deeper
understanding of how to best communicate with America's 78 million Baby
Boomers. It was released at Life@50+ AARP's National Event & Expo held
this weekend at the Anaheim Convention Center.
More research on this generation will be expressed
by TV Land when the network unveils TV Land's New Generation Gap Study
in New York on Tuesday, November 14, 2006.
By and large, Boomers are a diverse generation and
many do not strongly identify with the "Boomer" label.
One quarter of the 40-60 year olds polled said they
felt that Baby Boomers were older than they feel and 57% expressed
feeling younger than their actual current age would suggest.
Of the respondents, only 20% described themselves
as Boomers, while 56% described themselves as belonging to The TV
Generation. The study was conducted via an online survey of 1,200
persons in their 40s and 50s earlier this year.
The study also asked respondents to choose the most
meaningful cultural and historic events of their formative years. Their
top five cultural events were:
● The birth of cable television…45%
● The creation of color television…40%
● The death of John Lennon…37%
● The disco era…33%
● The death of Elvis…29%
When asked about the most meaningful historical
events of their formative years, the top five responses were:
● The Space Shuttle Challenger Explosion
(1986)…57%
● John F. Kennedy's assassination…52%
● The war in Vietnam…52%
● Ronald Reagan's term as President of the U.S…42%
● Nixon's Resignation/Iran Hostage Crisis/Discovery of AIDS (tie)..38%
"This study challenges a lot of assumptions we all
make about Baby Boomers and these findings remind us that a generation
78 million strong is not in any way monolithic or singular," explains
Larry W. Jones, President of TV Land and Nick at Nite.
"As a society, many of us wrongly believe Boomers
would cite Woodstock as the top cultural event in their lives and the
findings illustrate the dangers of making broad based assumptions about
or stereotyping Boomers."
"In many ways, it's not surprising that the first
generation of Americans to grow up alongside television would embrace
the TV Generation moniker more so than the Baby Boomer label," explains
Tanya Giles, Senior Vice President, Research, TV Land.
"While it may be useful shorthand to refer to this
generation as Baby Boomers, we know the importance of speaking to this
generation's life stage and making emotional connections through
thoughtful and insightful communications."
Editor's Notes"
About TV Land
Now seen in over 88 million U.S. homes, TV Land
is a division of MTV Networks. TV Land's program mix features popular
dramas, sitcoms, westerns, Retromercials and a TV-referential
interstitial environment, all programmed with a specific audience in
mind -- the first generation of Americans to grow up watching television
and features all-time Classic hits like All in the Family, I Love Lucy,
The Andy Griffith Show, and Bonanza.
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