2021 | Page 15

Advertising recall and generation

Television

Millennials ( 22 – 40 ) Gen X ( 41 – 56 ) Baby Boomers ( 57 – 75 )

50 ^% 55 ^%

53 ^%

Social media

Millennials ( 22 – 40 ) Gen X ( 41 – 56 )

7 ^%

Baby Boomers ( 57 – 75 )

25 ^%

48 ^%

Online ( non-social media )

Millennials ( 22 – 40 )

Gen X ( 41 – 56 )

Baby Boomers ( 57 – 75 )

11 ^%

22 ^%

35 ^%

Radio

Millennials ( 22 – 40 )

22 ^%

Gen X ( 41 – 56 )

14 ^%

9 ^%

Baby Boomers ( 57 – 75 )

Magazine

Millennials ( 22 – 40 )

Gen X ( 41 – 56 )

Baby Boomers ( 57 – 75 )

12 ^%

17 ^%

20 ^%

Billboard

Millennials ( 22 – 40 )

19 ^%

Gen X ( 41 – 56 ) 13 ^%

7 ^%

Baby Boomers ( 57 – 75 )

Direct ( paper ) mail

Millennials ( 22 – 40 ) Gen X ( 41 – 56 ) Baby Boomers ( 57 – 75 )

17 ^% 15 ^% 19 ^%

Sporting events

Millennials ( 22 – 40 )	15 ^%
Gen X ( 41 – 56 )		19 ^%

5 ^%

Baby Boomers ( 57 – 75 )

I cannot recall any	Millennials ( 22 – 40 ) Gen X ( 41 – 56 ) Baby Boomers ( 57 – 75 )	19 ^% 30 ^%	39 ^%
	Source : 2021 Insurance Barometer Study