Advertisers for years have sought to reach young adults who are in the early stages of forming brand loyalties and setting up their own households. However, they shouldn’t neglect efforts to reach older, higher-income households that will help drive the recovery from this year’s pandemic slowdown.

That’s the one of the key messages from Jon Steinlauf, chief U.S. advertising sales officer at Discovery, whose network brands also include TLC, Food Network, Cooking Channel, HGTV, DIY, ID and Travel Channel. He predicts that broader demographics will shape the linear TV marketplace, along with smaller ad loads and strategic targeting based on audience metrics such as purchase propensity.

“We should focus at what TV’s good at: reaching people over 35,” Steinlauf said in this episode of the Beet TV/VAB “TV Reset” forum. “We think we should be bought for what we do well.”

Speaking with Doug Ray, chief executive of media at Dentsu Aegis Network Americas, Steinlauf also discusses how its collaboration with Amazon Publisher Services helps to reach viewers who stream Discovery’s programming on Amazon Fire TV devices.

You are watching TV Reset, a leadership forum produced in partnership with VAB. The series is presented by 605 and Magnite. For more videos please visit this page.