(MediaBuyerPlanner) Media buyers would do well to stop ignoring the 40- to 60-year-old age group, said demographer Ken Dychtwald yesterday at a meeting of media buyers and marketers sponsored by Viacom's TV Land, AdAge reports. The older demo comprises $2.1 trillion in spending power and lead spending in the categories of movie tickets, computer hardware and software, cellphones and home electronics.

He suggested that buyers look at audience segments of 18-to-39, 40-to-59 and 60-plus rather than buying solely on 18-to-49s or 25-to-54s. He said that lifelong loyalty is gone, and boomers can still be affected by advertising.

Viacom's TV Land is touting its ability to reach boomers at a time when other cable networks such as Lifetime, TBS, and A&E are trying to reach a younger demographic. TV Land airs classic television programs such as The Andy Griffith Show.