Targeting Retirees: Social Security Changes in 2016

Eileen Ambrose outlines Social Security Changes in 2016 in AARP Magazine. Here are things retirees should look for in their social security benefits checks and paycheck deductions, as well as health care concerns your advertisers should be aware of in 2016.

With no cost-​of-​living adjustment, 70 percent of Medicare beneficiaries won't see an increase in Medicare Part B premiums. For the rest, though, base premiums are going up from $104.90 to $121.80 per month.

The trust fund that pays disability benefits was set to run out of reserves in 2016, triggering a 20 percent cut for the nearly 11 million beneficiaries. Instead, over the next three years, more payroll tax money will be diverted to the disability fund, securing full benefits through 2022.

Social Security beneficiaries won't get a cost-​of-​living adjustment because of low inflation. This will be the third time since 2010 that beneficiaries won't get a raise.

The maximum monthly benefit for workers retiring at full retirement age is $2,639. The average monthly benefit for all retired workers is $1,341.

Some popular "file and suspend" claiming strategies that allow married couples to claim larger Social Security benefits than Congress intended will be eliminated. Couples who are eligible now have until the end of April 2016 to enter into a claiming strategy before the loopholes are closed.

Consider these facts when targeting the retired audience. AudienceSCAN research shows 18.8% of Americans are Retirees. 29% of this audience lives in small towns and/​or rural areas. A news article (in print, broadcast or online) recently led 21% to take action. 54% of Retirees set goals to exercise more this year, so influence the gyms they choose with ads/​coupons in their mailboxes. 43.6% plan to buy vitamins/​nutritional supplements in the next 12 months, and 22.5% will pay for health insurance (out of their own pockets).

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.