The document discusses baby boomers, the largest generation in America currently in their midlife and older years. Some key points: - Baby boomers spend $2 trillion annually and make up 50% of US consumer spending, though their spending and influence is expected to decline in the next 10 years. - Many television shows have median viewer ages in the late 40s to 50s, showing boomers' continued influence as consumers of media and entertainment. - Boomers have higher levels of education, wealth, and health than previous generations, remaining active longer into their lives. However, younger generations view those in their 50s as "over the hill."

1. Primetime: Baby Boomers at Midlife and Beyond Greg O’Neill, PhD Director National Academy on an Aging Society www.agingsociety.org

2. The “Boomer Consumer” 5/13/09

3. Boom and Bust in the Next 10 Years 5/13/09

6. Fifty on Facebook? 5/13/09