New Study Reveals: TV Advertising Still Drives Senior Housing Decisions
While digital marketing continues to evolve, a new study confirms that television advertising remains a powerful influence on older adults' decisions to purchase retirement housing. The findings offer valuable insights for marketers seeking to engage this important demographic.
The Television Advertising Bureau (TVB)—a national nonprofit representing America’s local broadcast TV industry—recently released its report:
“2025 Active Adult/Retirement Community Purchase Funnel Study.”
Conducted by research firm Dynata, the study surveyed Baby Boomers and Gen Xers aged 50+ who have recently purchased or plan to purchase retirement real estate.
Key Takeaways: TV Reigns Supreme in Media Influence
Despite the rise of new technologies, TV advertising still reaches over 80% of active adult and retirement housing consumers, outperforming all other media platforms by a wide margin. Even more impressive: 94% of respondents took action after seeing a TV ad, such as researching online or visiting a community.
Additional Findings:
Television remains the most influential medium throughout all stages of the buying journey, from initial awareness to final decision-making.
Among those who ranked TV as the most important advertising channel, 70% preferred broadcast TV over cable, underscoring the power of localized content.
92% of senior consumers who performed online searches said their behavior was influenced by linear TV ads, demonstrating a strong cross-media connection.
Over 90% of respondents reported visiting local TV station websites or apps, where ad exposure was also high.
What This Means for Senior Living Marketers
The study strongly suggests that traditional media still plays a critical role in reaching older buyers, particularly those planning major lifestyle decisions such as moving into retirement communities. When used in conjunction with digital channels, TV advertising can amplify brand visibility, trust, and conversion rates.
For brands in the senior housing ecosystem—retirement community developers, senior care providers, and elderly furniture manufacturers—leveraging a blended media strategy that includes TV may significantly enhance marketing impact and ROI.
At Enjoys Furniture, we are committed not only to crafting high-quality elderly care furniture but also to understanding the evolving behaviors and needs of aging populations. By staying informed on industry trends, we help our clients build environments that support comfort, dignity, and independence for older adults.