Tuesday, June 7, 2011

New Demos

I don't excited about a lot of radio news, but I must say I was excited when I saw this in Tom Taylor's Radio-Info.com column this morning...

"“Alpha Boomers” – adults 25-64 – become a standard demo in Arbitron’s TAPSCAN Web 10.8. That should make some classic hits stations very happy – and perhaps lead to greater interest in the 55-64 demo, the leading edge of the Baby Boomers. The narrower 25-54 demo has been the most-used demo for years, and it’s easy to forget that at one time, the most-bought demos were teens, 18-34 and 18-49. It took years of work by radio to get 25-54 accepted as a benchmark – and then it really took over. Now with those 55-64s going “out of demo”, classic hits, classic rock, AC, sports and talk stations are interested in keeping them in the minds of advertising agencies and media planners. After all, those folks are sitting on a bunch of disposable income."

Amen brother Tom. It's the biggest demo in America and media buyers were ignoring it. I hope this changes things for good.

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