Why do advertisers value younger consumers over older, even though older buyers have more money? “It’s complicated. First, advertisers believe that by the time you reach a certain age, you have pretty much decided which brand of dishwashing detergent you like and you’re going to stick with it. Younger viewers, on the other hand, are still trying to figure out whether they prefer Excedrin to Bufferin and whether they look better with hair dyed by L’Oreal or Clairol. Second, advertisers believe that by the time you reach a certain age, you are much less likely to buy a product just because Michael Jordan is wearing it.”