One of every 10 U.S. households now owns an RV, an all-time high, reports the Recreation Vehicle Industry Association.
Citing data from a University of Michigan survey, the association said 8.7 million households owned some type of RV in 1997, an increase of 5 percent from 1993, when the last survey was done.
Aging baby boomers, ranging from 45 to 54 years old, boosted their ownership rate of RVs by more than 25 percent in the past five years, said the RVIA, based in Reston, Va.
To reach more of those boomers, the RV industry is increasing ad spending by $1 million for the third round of its GO RVing advertising campaign, set to run from January to June. With a total budget of $6 million, the ads are set to run on national network and cable TV and in 13 national magazines. This round of the GO RVing program is expected to hit 90 percent of the target boomer market an average of 33 times.