Downward Trend in 25-54 Demo Continues - Radio World

Downward Trend in 25-54 Demo Continues

Downward Trend in 25-54 Demo Continues
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While the 25-54 demo is still the most popular with national radio advertisers, the share of money allocated to those demos has shown a consistent decline each year since 1995. According to Interep Research's analysis of the share of national spot radio ad dollars by demo in the top 25 metros last year, the percentage of dollars aimed at the 25-54 demo was 44.7%, down almost four percentage points from 2000. The share of dollars has shown a consistent decline each year since 1995, when the percentage was 55.5%.
The 18-49 demo placed second last year, receiving 19.3 percent of radio dollars, increasing "significantly" from its 17.5 percent level in 2000. Money allocated toward the "35-based" demos such as 35-64 and 35+ showed more than a full percentage point gain, to 9 percent; but those percentages vary widely by market. Black demos took in 2% of dollars on average in the top markets, but with large variations; for instance, Atlanta showed 5.1% and Baltimore 4.5% of radio dollars.

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