BOOMERS( AGES 61-79)
Loyal to TV, Community, and the Human Touch
Boomers remain the backbone of traditional media consumption. They spend more time than any other generation watching broadcast and cable TV. When they want legal help, they respond to advertising that feels credible, trustworthy, and community oriented.
Preferred Media Channels:
• Broadcast & Cable TV: Boomers still spend more time than any other generation watching traditional TV. They tune into local news, live sports, daytime shows, and 60 Minutes-type content.
• Outdoor: They are directly influenced by billboards and other out of home tactics.
• Facebook: The most active generation on Facebook, they engage with law firm pages, community posts, and reviews.
• Phone Calls: Prefer direct human interaction. They trust firms who pick up the phone and offer personal service.
How to Reach Them:
• Place strategic TV campaigns during trusted programs like local news and sports.
• Use direct calls-to-action like“ Call now for a free consultation.”
• Showcase client testimonials. Boomers respond strongly to“ social proof,” or seeing people just like them on-screen.
• Reinforce credibility through genuine, direct messaging in your creative, and leverage reviews and authentic stories from the people you serve.
Boomers want to know that you’ re part of their community and that you’ ll answer the phone when they need you most. For law firms, this means pairing traditional TV strategies with review strategies and very responsive intake teams.
14 x The A-List