Study: TV biggest influencer for US retirement communities
July 17, 2025
TVB, the not-for-profit trade association representing America’s local broadcast television industry, has released a study, conducted by Dynata, focusing on active adult, retirement community consumers. This is the second study in this growing category now that younger Boomers and Generation X consumers approach retirement age.
The 2025 Active Adult/Retirement Community Purchase Funnel Study took a closer look at those who have purchased a home in a retirement community as well as those who plan to.
The study revealed that eight of ten adults are reached through television ads, far surpassing other forms of media. Of consumers reached through TV, a significant 94 per cent took some kind of action after seeing the ad, proving the power and influence TV has in reaching this powerful demographic.
Key Findings:
- TV reaches eight out of ten active adult / retirement community consumers, twice that of any other platform.
- TV was the most important influencer at all stages of the purchase funnel.
- Among those who cited TV as the most important for awareness, seven out of ten respondents chose broadcast TV versus cable.
- 94 per cent of adults 50+ took some kind of action after seeing/hearing an active adult / retirement community ad on TV.
- Of the adults 50+ who do online searches, 92 per cent said that linear TV ads influence their online search selections.
- Local TV website/apps are the most preferred and the most visited, and over 90 per cent of A50+ view the ads when visiting a TV station’s website/apps.
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