“TV worked really well for us pre-pandemic and during the pandemic because that older cohort was there and that was the medium in which they trusted for advertisement. Digital was not something they necessarily trusted as widely. Facebook was and still is to some extent King of that demographic — but TV worked really well when that audience was there.”

TV and Radio to Reach Older High-LTV Demographics — Meet Them in Their Medium

Pray.com's primary audience is 45+ users who came to faith later in life and have higher lifetime values than younger cohorts. Rather than forcing this demographic into Instagram, Ryan ran TV and radio campaigns that met them in the medium they trusted. The result: TV buyers were 'blown away' by the effectiveness. The lesson is channel–audience fit: older high-LTV users respond better to broadcast trust signals than to performance digital.