Silver marketing
without guesswork
14.9 million Poles are over 50. Here we collect data on this group, describe what works with it and give a source for every figure. No “senior” stereotype and no figures without a date.
Three types of content, three different uses
We keep figures, articles and definitions separate, because each is used for something else: data for a slide, an article to understand a topic, a glossary entry to check a term quickly.
Figures on the 50+ market
Demographics, purchasing power, media reach. Every dataset comes with the data publisher, the measurement period and the method.
See the datasets KnowledgeHow to talk to them
Articles and guides: segmentation, the language of communication, channels, the most common mistakes in creative work.
Read the articles GlossaryTerms without the fog
YOLD, silver economy, ageism in advertising, silver influencer. One page per term, the definition in the first sentence.
See the entriesWhat is new
How Western brands talk to people aged 50+
Women aged 60+ are 1.2 percent of women in ads, and yet in 2025 a few brands showed it can be done without the walking stick. Plus greywashing, and…
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Longevity: years in good health, not youth
L'Oréal, Nestlé and Centrum are now selling a longer life in good health. What lies behind it, what it is worth and what brands are learning about…
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Report: advertising to 50+, television versus the internet
Who spends the most, how much goes to television and how much to the internet, and where people over 50 are in the meantime. Plus what nobody has…
See the data →
Longevity economy
The economy of longer lives: how it differs from the silver economy and what figures the 2026 reports give.
See the definition →Four figures to start with
The first three describe the size of the market, the fourth explains why, despite that size, almost nobody talks to it. The full overview with sources is in the Data section.
Poles over 50
monthly spending of this group
share of the population of Poland
of advertising professionals are over 45
Published by Silver TV
We do not watch this market from the outside. We make programmes for viewers aged 50+, and some of the data we publish here comes from our own channels.
Frequently asked questions
What is silver marketing?
Silver marketing is marketing communication aimed at consumers over 50, based on their real needs and shopping habits rather than on age as the only segmentation criterion.
How many Poles belong to the 50+ group?
About 14.9 million people, or 39.9 per cent of the population of Poland. The group splits into three clearly different segments: YOLD, Silver and Senior.
Can the data on this website be cited?
Yes, with the source given as “silver-marketing.pl, Silver TV” and a link to the specific page. For every dataset we name the original data publisher, so you can go to them directly.
We will show you the data for your category
We will set it against what we see in our own audience and propose a format.