For Advertisers: Over 50 and Out of Favor

Brad Adgate turned 50 today and, just like that, he became irrelevant to the TV industry.

You might think marketers would want to court Adgate. The New York advertising executive makes a six-figure salary, and he and his wife enjoy spending it. Last year, they spent $35,000 remodeling their kitchen with all new appliances. They splurge at the supermarket — he likes microbrew beers — and at the sporting goods store. Recent purchases include new bikes for the family ($1,300) and a pair of running shoes for Adgate ($115).

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