Eamonn Holmes and Ruth Langsford turn 'grey pound' gold with new ads
Eamonn Holmes and his wife Ruth Langsford turn the ‘grey pound’ gold by promoting everything from bingo to treatments for puffy feet and ankles
TV stars Eamonn Holmes and his wife Ruth Langsford are targeting the ‘grey pound’ with a series of lucrative advertising deals.
The couple, both 61, have been inundated with offers to front campaigns aimed at the over-55s.
After being axed from their regular presenting roles on ITV’s This Morning, the pair – reportedly worth £4 million – have turned to promoting items ranging from blood circulation boosters to equity release plans and bingo games.
Advertising experts say campaign directors see them as ‘the perfect fit’ to appeal to the older generation and tap into their purchasing power – the grey pound.
‘Healthy legs’: The couple, both 61, have been inundated with offers to front campaigns aimed at the over-55s
The couple are set to earn a seven-figure sum after being signed up for two big TV ad campaigns. One is with Revitive, a US company that sells a £300 device to improve circulation, reduce puffy feet and ankles and strengthen legs.
The other is Mr Holmes’s five-figure deal with Age Partnership, which organises equity-release plans for homeowners over 55. The Leeds firm said: ‘As a trusted family man of a certain age, Eamonn is a perfect fit for our brand.’
On Friday, he landed a windfall from Mecca Bingo, answering questions, playing games and calling out bingo numbers online.
Online games: On Friday, he landed a windfall from Mecca Bingo, answering questions, playing games and calling out bingo numbers online
Mature fashion: Ms Langsford has a clothing range for ‘the older woman’ that she sells on the satellite channel QVC. She also promotes the anti-ageing sun cream Ultrasun UK
Ms Langsford has a clothing range for ‘the older woman’ that she sells on the satellite channel QVC. She also promotes the anti-ageing sun cream Ultrasun UK.
Industry insiders say they are the ‘go-to’ couple to sell to older consumers. One added: ‘Think of Posh and Becks but add a couple of decades. They have the appeal and then some. Incredibly relatable and very popular with the masses.’
Their success will be a relief to former Sky News host Mr Holmes, who lost a fight with the taxman last year over a £250,000 sum.
He said he was a self-employed freelancer whose ITV payments went to his limited firm, and he ‘never knowingly avoided taxes’. He is appealing against the ruling.
The pair, who have a six-bedroom mansion in Surrey, were axed in November from presenting This Morning.
Although they still host it in school holidays, during half-term last week they were replaced by Alison Hammond and Dermot O’Leary.
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