Money Demos

[semoochie]

There have been several mentions of the money demos moving from 25-54 to 18-49, like television. I was wondering how this is coming along. Are we at a certain percentage toward that goal? Approximately, how long will it be before programing is affected? Do you have any idea how long it will be before we reach that goal? Thank you!

 

[michael hagerty]

There have been several mentions of the money demos moving from 25-54 to 18-49, like television. I was wondering how this is coming along. Are we at a certain percentage toward that goal? Approximately, how long will it be before programing is affected? Do you have any idea how long it will be before we reach that goal? Thank you!

I can't answer those questions, but remember that you're never aiming for either end of a demo. The center of the target will be 33 instead of 40. A bit younger, but still statistically an adult likely to be married, employed and a parent.

 

[davideduardo]

There have been several mentions of the money demos moving from 25-54 to 18-49, like television. I was wondering how this is coming along. Are we at a certain percentage toward that goal? Approximately, how long will it be before programing is affected? Do you have any idea how long it will be before we reach that goal? Thank you!

Keep in mind that buying trends are set by thousands of agencies and advertisers and they generally take a long time to move off of the current status.

18-49 has been the TV standard, and to a great extent the factor that determines what shows are kept or canceled. In radio, where 25-54 was the standard for so many decades, change is slow.

The Arbitron diary market Arbitrends software does not even have 18-49 as an option. 18+, 18-34,, 25-54, 35-64 and 35+ are the basic interim report age breaks until you get full books. In PPM, Arbitron listened to subscribers and added 18-49 to the interim reports. But that is recent.

Hispanic and African American targeted ad buys often specified 18-49, mostly because those communities have younger average ages.

Now, advertisers who focus on influencables are trending towards looking at 18-49 on radio, too...

Remember, most buys are neither 25-54 nor 18-49. They are for some subset, like Men 21-49 (Beer, for example) or Hispanic English Dominant Women 25-44 and so on. 18 is the low side, 54 the high side. Few radio buys go outside those parameters.

 

[semoochie]

Thank you. Is this trend in its infancy? I would expect if anything that they'd just drop the upper five years, making it 25-49.

 

[davideduardo]

Thank you. Is this trend in its infancy? I would expect if anything that they'd just drop the upper five years, making it 25-49.

We've been seeing some evidence for more than a decade... paralleling TV. And of course, Black and Hispanic buys have been 18-49 "forever".

 

[semoochie]

So is this roughly equivalent to FM's quest for supremacy, in its second decade, say around 1960? Will it be another 10-20 years before this is obvious?

 

[davideduardo]

So is this roughly equivalent to FM's quest for supremacy, in its second decade, say around 1960? Will it be another 10-20 years before this is obvious?

A lot depends on how agencies buy in a period where more and more granular data on the consumer is available. For all we know, age will be less important than other metrics in the future.

 

[semoochie]

It looks like this is a work in progress and I should check in at a much later time. Maybe, I'll ask again in five years. Are the primary buys still Adults 25-54, Women 25-54, Adults 18-34, Women 18-34 and Men 25-54, in that order?