Generations: An Ongoing Strategy

A new local website recently launched in a mid-sized market, aiming to connect homeowners with detailed quotes from multiple vetted home improvement companies, specifically targeting roofing services. The company’s goal was to reach owners of single-family homes, with a primary focus on roofing needs. The agency buyer was reviewing proposals from various stations in the market to reach Millennial, Generation X, and Baby Boomer homeowners.

To ensure the right fit for each demographic, our client station’s Marshall Marketing Consultant provided weekly viewing data for local news, syndicated shows, and sports programming. This data was broken down by generation and specifically by homeowners planning roofing repairs or replacements.

Market research revealed that all three stations within this client’s triopoly provided robust reach to the target audience, though with some variation across generational groups. For example, Roofing Intenders and Millennial homeowners showed strong indexing across all three stations (A, B, and C). Generation X was particularly responsive to stations B and C, while Baby Boomers demonstrated the best engagement with station A. Additionally, the research highlighted that Generation X had a particularly high interest in sports programming, with college football ranking as one of their most popular choices.

Based on this insight, Marshall recommended a tailored College football package to effectively target Generation X homeowners—the single largest segment of roofing intenders. The proposal also included a selection of local and syndicated programs across the stations to provide comprehensive reach and frequency across all three generational groups.