We all bought into it. Back in the ‘80s when the living was easy and a great book led to automatic sales, radio did what the agencies ordered them to do – moved as many formats as possible to the 25-54 “sweet spot.”
A quarter of a decade later and it’s still the “money demo.” While there will always be CHR and Hip-Hop stations focused younger, formats that chase after 55+ listeners have become virtually extinct. If you question this, tell me the last time you participated in a survey research study where the client OK’d the inclusion of respondents north of the 25-54 standard.
So you won’t be surprised to learn that aging Baby Boomers continue to be overlooked, despite their heft and massive buying power. The chart below from a recent article in TheStreet.com pretty much tells you all you need to know about opportunities lost:
The 25-54 demo leaves out about a quarter of the population – the folks who have aged out of that three-decade oasis. Nielsen’s SVP of Insights & Analysis, Pat McDonough, notes that “marketers are missing the boat if they’re not targeting the boomers.” According to Nielsen, that amounts to roughly $230 million in sales of consumer packaged goods, of which boomers dominate in 1,023 out of 1,083 categories.
But the beat goes on. There isn’t a week that goes by when a Classic Rock client doesn’t ask about what we’re going to do as more audience falls off the “25-54 cliff” by making the unfortunate mistake of turning 55. This is an area where the RAB can have an impact, especially because other media don’t seem to be boomer-focused either.
About five years ago, we wrote a similar blog to this one, imploring advertisers and buyers to rethink this very same issue about media planning and priorities. Ralph Cipolla created a “Sgt. Boomer’s” graphic that still resonates today. Everyone pictured in the album cover will turn 55 sometime in 2011, and many are well past that threshold. With the exception of Beatles Lennon and Harrison, the only member of this group to have passed away in the past five years is Tim Russert.
Radio cannot afford to leave money on the table in this changing media and economic environment. And while it is never easy to change minds and hearts, the evidence that the “25-54 myopia” is harmful to the industry is overwhelming.
In markets where there are multiple rock and AC stations all designed to zero in on this 30-year age cell – opportunity abounds 55+. So which broadcaster is going to be bold enough to stand apart from the group and go after what TheStreet.com refers to as “the generation getting the last laugh at marketers’ expense?”
There’s nothing wrong with a Touch Of Grey.
(If you’d like the key to the Sgt. Boomer graphic, email Ralph.)
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
- Baby, Please Don’t Go - November 22, 2024
Yep. Working in media, I’ve lived my life one demographic cell at a time. 18-34, easy. 25-39, a non-traditional demo but it worked for me at the time. 25-49, well at least it’s not “50.” 25-54, uh. Well, I can accept that, I guess. But now that I’m just a couple years away from complete demographic irrelevance, 35-64 is starting to have more appeal. But only to me.
I’ve looked this problem in the eye with several stations over time; doing it again with one of them right now and I’m all about fighting the good fight. Still, I’d have to say when you add environmental factors which push spending decisions into the “ultra-safe” lane, then this sort of sea change is an uphill climb. And yes I know, seas are level. And that’s the point.
No one said it was going to be easy. And yet, changing demographic trends, shifting populations, and Census figures are what they are. And yet, decisions are made the same way. Imagine a couple of stations in every market super-serving at 45-64 demographic, and finding a way to profit from those golden demos. And we all know too many people beyond 55 (and yes, I’m one of the them) who are spending more money and trying out new brands more than they have in years. Thanks for participating in the conversation, Dan.
Fred,
It happened with the “oldies” format about 10-15 years ago.
It’s happening again, NOW with classic rock.
Radio, and its advertisers continue to “pooh pooh” their listeners once they turn 55. I should know. I turned 55 this year, and while “my” stations are good, they’re too repetitive to listen-to every day. I STILL love Led Zeppelin, The Beatles and ELO. (Oh-yeah…I ALSO love Christina Perri, Coldplay and Adam Lambert. Go figure.)
As a “Listener,” I still use radio, but only for my morning news/weather. (2o minutes max). When I want music, it’s my Zune player…because I can’t stand the thought of hearing Simple Man, or Sweet Home Alabama twice every day for the rest of my life. I’m not sure advertisers have anything to do with that, though. That’s a RADIO problem…another issue for another blog.
JC, you’ve nailed it. Oldies (to some extent) has been salvaged by PPM, especially with the comeback of staitons like WCBS-FM, albeit in modified form. Thanks for taking the time to comment.