Born between 1946 and 1964, the Baby Boomers are 80 million strong. Yet despite their significant size and spending power, these high potential consumers have been largely unaddressed by marketers and advertisers since they started to age out of the popular 18-49 cohort. In five years, 50 percent of the U.S. population will be 50+. These consumers spend close to 50 percent of all CPG dollars yet less than 5 percent of advertising is geared towards them. This Nielsen report, in collaboration with BoomAgers, examines this opportunity and guides the way forward with actionable insights.