{"id":9529,"date":"2025-10-23T01:25:21","date_gmt":"2025-10-23T05:25:21","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/23\/why-a-50-dating-show-should-have-brands-falling-in-love\/"},"modified":"2025-10-23T13:23:49","modified_gmt":"2025-10-23T17:23:49","slug":"why-a-50-dating-show-should-have-brands-falling-in-love","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-50-dating-show-should-have-brands-falling-in-love\/9529\/","title":{"rendered":"Why a 50+ Dating Show Should Have Brands Falling in Love"},"content":{"rendered":"\n

By Danielle McMurray, VP Marketing,\u00a0AARP\u00a0Media Advertising Network<\/em><\/p>\n\n\n\n\n\n

One of television\u2019s hottest new genres isn\u2019t another reality competition or true crime series\u2014it\u2019s dating shows featuring contestants\u00a050+. Audiences are tuning in, and advertisers should pay attention, as consumers\u00a050\u00a0and over control 70% of America\u2019s wealth.<\/p>\n\n\n\n\n\n\n\n

The overwhelming success of ABC\u2019s \u201cThe\u00a0Golden\u00a0Bachelor,\u201d which debuted in 2023 and whose second season debuts September 24, indicates that audiences crave authentic portrayals of vibrant older adults, a group of consumers that remains often misunderstood, seen as tech-illiterate (they are not) or averse to change (again, they are not).<\/p>\n\n\n\n\n\n\n\n

Variety reported that the series finale in 2023 drew\u00a06.1 million viewers<\/a>\u00a0\u2014 a season high and the top-rated episode of the \u201cBachelor\u201d franchise in nearly three years. In 35 days of viewing across all platforms, the inaugural season averaged nearly\u00a010 million viewers<\/a>, the strongest for any ABC unscripted series in five years, per Deadline. According to Variety, the premiere episode alone drew more than\u00a011 million total viewers<\/a>\u00a0on linear and streaming platforms across seven days of viewing. That clearly demonstrates an audience\u2019s appetite for mature romance.<\/p>\n\n\n\n\n\n\n\n

\u201cThe\u00a0Golden\u00a0Bachelor\u201d isn\u2019t just a fluke. Netflix\u2019s \u201cAge of Attraction,\u201d slated to debut next year, also challenges ageist stereotypes, featuring singles ranging in age from 22 to 59 who are seeking love regardless of generational differences.<\/p>\n\n\n\n\n\n\n\n

Here\u2019s why it matters. The\u00a050+ audience is an engaged, economically powerful target, surpassing younger spending power segments. Consumers\u00a050+ overall now account for\u00a0more than half of spending<\/a>\u00a0in the U.S. and are responsible for more spending growth over the past decade than any other age group, including Millennials, per\u00a0research from the credit card company Visa.\u00a0Meanwhile,\u00a0the core audience of these dating shows,\u00a0women\u00a050+,\u00a0spend, on average, 2.5 times<\/a>\u00a0what\u00a0the general population does,\u00a0boasting a total net worth of $19 trillion, according to the Girlpower Marketing agency.<\/p>\n\n\n\n\n\n\n\n

The success of these dating shows is a trend that should excite media buyers. This is a segment, after all, that demonstrates potent purchasing power. Three-quarters of consumers\u00a050+ have cash or savings on hand,\u00a0more than younger population segments\u00a0and further bolstering their economic power,\u00a0per consumer research firm GWI. And when they make purchases, they seek value and meaningful experiences.<\/p>\n\n\n\n\n\n\n\n

Dating shows like \u201cThe\u00a0Golden\u00a0Bachelor\u201d and the forthcoming \u201cAge of Attraction\u201d featuring contestants\u00a050+ get credit for lending visibility to a highly underrepresented group in its search for love.\u00a0Dating shows featuring\u00a050+ contestants have earned praise for lending visibility to a highly underrepresented group and its search for love.\u00a0If the promising ratings of \u201cThe\u00a0Golden\u00a0Bachelor\u201d are any guide, there is a warmth and relatability to this content that clicks with viewers, and that authenticity translates into a more engaged audience \u2014 one that\u2019s not watching these shows passively but that\u2019s emotionally invested in the storylines and, by extension, the brands that align with them.<\/p>\n\n\n\n\n\n\n\n

The success of the genre confirms that\u00a050+ isn\u2019t just a consumer group worth chasing \u2014 it\u2019s one that the smartest brands can\u2019t afford to let get away.<\/p>\n","protected":false},"excerpt":{"rendered":"

The success of the genre confirms that\u00a050+ isn\u2019t just a consumer group worth chasing \u2014 it\u2019s one that the smartest brands can\u2019t afford to let get away.<\/p>\n","protected":false},"author":7,"featured_media":9530,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-9529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nWhy a 50+ Dating Show Should Have Brands Falling in Love | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-a-50-dating-show-should-have-brands-falling-in-love\/9529\/\" \/>\n<meta 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