Percentage of 25-54 National Radio Dollars Dips Below 45%.

Interep Research released its annual analysis of the share of national spot radio advertising dollars by demo in the Top 25 radio metros for 2001. The percentage of dollars aimed at those aged 25-54 last year was 44.7%, down almost four full percentage points from 2000’s 48.5%.

While 25-54 is still radio advertisers’ most targeted demographic group, the share of dollars allocated to the Adult, Women and Men 25-54 demos has shown a consistent decline each year since 1995, when the percentage was 55.5%.

From 1999-2000, 17 of the top 25 metros saw a decline in the percentage of dollars allocated to the 25-54 demo. This trend continued last year as 17 metros once again saw declines in the percentage of dollars allocated to the 25-54 demo.

. In 2001, Cleveland (55.5%) and St. Louis (54.4%) had the highest percentage of 25-54 radio dollars, followed by Tampa (52.7%) and Minneapolis (50.5%).

. Houston (38.1%), Los Angeles (40.3%) and San Diego (40.3%) showed the lowest percentage of total dollars going toward the 25-54 demos.

. The 18-49 demo placed second among all demographic segments, receiving 19.3% of radio dollars, increasing significantly from its 17.5% level in 2000.

. Dollars allocated toward the 35-based demos (i.e. 35-64, 35+, etc.) showed over a full percentage point gain from 2000. 7.7% of total ad dollars were allocated to 35-based demos in 2000 and 9.0% were allocated in 2001. Percentages vary widely on a market specific basis, however, with Portland (15.6%), Denver (12.2%), San Francisco (11.1%) and Seattle (11.1%) all showing significantly higher 35-based percentages.

. Separating demo groups into Adults, Men and Women — Adults 25-54 rank #1, followed by Adults 18-49,Women 25-54, Adults 25-49 and Adults 18-34.

. Black demos took in 2.0% of dollars on average in the Top 25 markets. However, there are quite large variations between markets, with Atlanta at 5.1% and Baltimore with 4.5% of radio dollars in those markets.

. The “Other” category listed on the pie chart on page 1, includes all other demo targets bought over the course of the year. These demos vary dramatically in scope, from broad persons 18+ buys, to highly targeted age cell buys such as
M25-34.

Key Findings of Interep Demo Study

The figures were compiled using Interep’s Performax database, a proprietary software system designed to track national radio revenue spending. The Top 25 Arbitron radio metros were used as the basis for this analysis, excluding Puerto Rico and the embedded metros of Nassau-Suffolk and San Jose.

Collectively, the Top 10 Metros demonstrate a steady decline in the percentage of radio dollars targeting Adult, Women and Men 25-54. On average, advertisers allocated approximately 44% of dollars toward the 25-54 demos within the ten largest radio metros.

A seven-year trend shows a significant percentage decline across all ten metros.

To view charts CLICK above on ‘More Images’.