Rethink Aging

Rita Moreno and Norman Lear at the "Women in Their Prime Time" event in March 2018. Photo by Michael Jones

Older adults are consistently the highest consumers of entertainment TV. According to a recent report from Nielsen Audience Research, viewing averages more than 50 hours per week among those aged 65 or older, compared to 31 hours across adults of all ages. [1] At the same time, older adults rarely see themselves depicted on screen in a substantial way. Data from the 2016 HH&S TV Monitoring Project indicate just 27% of all episodes included a character aged 65 or older in a speaking role, and only 8% had two or more speaking roles for older adults.

People are living longer than ever before. According to the U.S. Census Bureau report, the older adult population will continue to grow significantly in the coming years as a result of the aging “baby boom” generation. Along with our partner organizations including The SCAN Foundation, HH&S is helping to tell the story of the changing face of American society.

Contact us for more information and access to experts on older adults and aging to support your storylines.

[1] Nielsen Audience Research Total Audience Report: Q4 2015


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