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25-54?
- Thread starter semoochie
- Start date
Re: Attitude
> > (my bill's in the mail)
> >
> > LOL
> >
> > >
> > > Do I owe you an agent's commission?
> > >
> > > ROFL.
> > >
> >
> I hate to bring this up but does anyone have an answer to my
> original question?
Here is the reply to your message...
> I seem to recall that the 25-49 demo was expanded to 54
> about 35 years ago.
Nope. 35-64 has never been a sales demo. 35-54, which is within the 25-54 demo, definitely is.
> Am I remembering this correctly and if
> so, what was the reason given for the change?
Changes come from tendencies at marketing departments of advertisers. There is no convention or meeting where it is voted on, just a trend that can bee seen by looking at the buys that are placed.
No "resons" are given by advertisers for their actions.
> If it was
> just an increase in demo population, couldn't that number be
> bumped up again to 59 or so?
>
Nope. The issue has nothing to do with population. It has to do with what advertisers are designing their products for in terms of demos.
Most advertisers, via thier marketing departments, feel it is tough to sell to older folks and the the top end of the boomers because it costs too much per sale to "get the buy." So 55+ is pretty much ignored in mass media advedrtising like radio and broadcast TV and most cable channels and daily papers.
> > (my bill's in the mail)
> >
> > LOL
> >
> > >
> > > Do I owe you an agent's commission?
> > >
> > > ROFL.
> > >
> >
> I hate to bring this up but does anyone have an answer to my
> original question?
Here is the reply to your message...
> I seem to recall that the 25-49 demo was expanded to 54
> about 35 years ago.
Nope. 35-64 has never been a sales demo. 35-54, which is within the 25-54 demo, definitely is.
> Am I remembering this correctly and if
> so, what was the reason given for the change?
Changes come from tendencies at marketing departments of advertisers. There is no convention or meeting where it is voted on, just a trend that can bee seen by looking at the buys that are placed.
No "resons" are given by advertisers for their actions.
> If it was
> just an increase in demo population, couldn't that number be
> bumped up again to 59 or so?
>
Nope. The issue has nothing to do with population. It has to do with what advertisers are designing their products for in terms of demos.
Most advertisers, via thier marketing departments, feel it is tough to sell to older folks and the the top end of the boomers because it costs too much per sale to "get the buy." So 55+ is pretty much ignored in mass media advedrtising like radio and broadcast TV and most cable channels and daily papers.
Re: Attitude
> > > (my bill's in the mail)
> > >
> > > LOL
> > >
> > > >
> > > > Do I owe you an agent's commission?
> > > >
> > > > ROFL.
> > > >
> > >
> > I hate to bring this up but does anyone have an answer to
> my
> > original question?
>
> Here is the reply to your message...
>
> > I seem to recall that the 25-49 demo was expanded to 54
> > about 35 years ago.
>
> Nope. 35-64 has never been a sales demo. 35-54, which is
> within the 25-54 demo, definitely is.
>
> > Am I remembering this correctly and if
> > so, what was the reason given for the change?
>
> Changes come from tendencies at marketing departments of
> advertisers. There is no convention or meeting where it is
> voted on, just a trend that can bee seen by looking at the
> buys that are placed.
>
> No "resons" are given by advertisers for their actions.
>
> > If it was
> > just an increase in demo population, couldn't that number
> be
> > bumped up again to 59 or so?
> >
>
> Nope. The issue has nothing to do with population. It has to
> do with what advertisers are designing their products for in
> terms of demos.
>
> Most advertisers, via thier marketing departments, feel it
> is tough to sell to older folks and the the top end of the
> boomers because it costs too much per sale to "get the buy."
> So 55+ is pretty much ignored in mass media advedrtising
> like radio and broadcast TV and most cable channels and
> daily papers.
> Thank you for your very informed response. I think what I'm getting at is: As I recall, the money demos used to be 25-49. There were also demos for 18-34 and 18-49 but the "money demos" were stated as 25-49. About 35 years ago, this changed. The money demos became 25-54. I have no recollection of this demo at all prior to that time. This change was announced in some way. I don't remember if it was on the news or I learned it while attending college but they tacked 5 years onto the old numbers. Does anyone remember this and if so, was a reason stated at the time for the change?
> > > (my bill's in the mail)
> > >
> > > LOL
> > >
> > > >
> > > > Do I owe you an agent's commission?
> > > >
> > > > ROFL.
> > > >
> > >
> > I hate to bring this up but does anyone have an answer to
> my
> > original question?
>
> Here is the reply to your message...
>
> > I seem to recall that the 25-49 demo was expanded to 54
> > about 35 years ago.
>
> Nope. 35-64 has never been a sales demo. 35-54, which is
> within the 25-54 demo, definitely is.
>
> > Am I remembering this correctly and if
> > so, what was the reason given for the change?
>
> Changes come from tendencies at marketing departments of
> advertisers. There is no convention or meeting where it is
> voted on, just a trend that can bee seen by looking at the
> buys that are placed.
>
> No "resons" are given by advertisers for their actions.
>
> > If it was
> > just an increase in demo population, couldn't that number
> be
> > bumped up again to 59 or so?
> >
>
> Nope. The issue has nothing to do with population. It has to
> do with what advertisers are designing their products for in
> terms of demos.
>
> Most advertisers, via thier marketing departments, feel it
> is tough to sell to older folks and the the top end of the
> boomers because it costs too much per sale to "get the buy."
> So 55+ is pretty much ignored in mass media advedrtising
> like radio and broadcast TV and most cable channels and
> daily papers.
> Thank you for your very informed response. I think what I'm getting at is: As I recall, the money demos used to be 25-49. There were also demos for 18-34 and 18-49 but the "money demos" were stated as 25-49. About 35 years ago, this changed. The money demos became 25-54. I have no recollection of this demo at all prior to that time. This change was announced in some way. I don't remember if it was on the news or I learned it while attending college but they tacked 5 years onto the old numbers. Does anyone remember this and if so, was a reason stated at the time for the change?
O
OldiesCat
Guest
Attitude
Yes, posts #2 and #3. Did you not read them?
> >
> I hate to bring this up but does anyone have an answer to my
> original question?
>
Yes, posts #2 and #3. Did you not read them?
> >
> I hate to bring this up but does anyone have an answer to my
> original question?
>
Re: Ad buy demos
> >
> Thank you for your very informed
> response. I think what I'm getting at is: As I recall, the
> money demos used to be 25-49. There were also demos for
> 18-34 and 18-49 but the "money demos" were stated as 25-49.
> About 35 years ago, this changed. The money demos became
> 25-54. I have no recollection of this demo at all prior to
> that time. This change was announced in some way. I don't
> remember if it was on the news or I learned it while
> attending college but they tacked 5 years onto the old
> numbers. Does anyone remember this and if so, was a reason
> stated at the time for the change?
As long as I can remember, the two overall sales demos were 18-49 and 26-54. That does not mean all campaigns were against these demos, though. That means nearly all campiagns are either the entire demo or portions totally contained within them, such as men 25-44 or women 18-34 or persons 25-34.
Change comes as marketers redefine the demos that thier products appeal to, not as a decision of an industry association or group of expers. So, what one sees is that, over perhaps a decade, there might be less 18-34 and more 25-44 buys coming out... and the changes are indeed that gradual.
There used to be more 12-24 and 18-24 buys than there are now, but in all cases, that was never a big demo... thus the tendency of CHRs in the last 20 years to use teens only as a building block to get young adult women. Similarly, there are seldom any buys for 55+ or even 45-64 or ranges that include over 55. This is why stations try not to appeal too much to over-55.
Interestingly, 12-17 and 55+ are the two demos where radio is losing some ground, gradually. This is not surprising as the industry does not pay any attention to these demos as they are economically non-productive.
>
> >
> Thank you for your very informed
> response. I think what I'm getting at is: As I recall, the
> money demos used to be 25-49. There were also demos for
> 18-34 and 18-49 but the "money demos" were stated as 25-49.
> About 35 years ago, this changed. The money demos became
> 25-54. I have no recollection of this demo at all prior to
> that time. This change was announced in some way. I don't
> remember if it was on the news or I learned it while
> attending college but they tacked 5 years onto the old
> numbers. Does anyone remember this and if so, was a reason
> stated at the time for the change?
As long as I can remember, the two overall sales demos were 18-49 and 26-54. That does not mean all campaigns were against these demos, though. That means nearly all campiagns are either the entire demo or portions totally contained within them, such as men 25-44 or women 18-34 or persons 25-34.
Change comes as marketers redefine the demos that thier products appeal to, not as a decision of an industry association or group of expers. So, what one sees is that, over perhaps a decade, there might be less 18-34 and more 25-44 buys coming out... and the changes are indeed that gradual.
There used to be more 12-24 and 18-24 buys than there are now, but in all cases, that was never a big demo... thus the tendency of CHRs in the last 20 years to use teens only as a building block to get young adult women. Similarly, there are seldom any buys for 55+ or even 45-64 or ranges that include over 55. This is why stations try not to appeal too much to over-55.
Interestingly, 12-17 and 55+ are the two demos where radio is losing some ground, gradually. This is not surprising as the industry does not pay any attention to these demos as they are economically non-productive.
>
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