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Radio ads targeting aging boomers: report
GRANT ROBERTSON
MEDIA REPORTER
Radio advertisers are shifting their attention away from younger listeners to the growing population of aging baby boomers, two of Canada's biggest broadcasters said yesterday.
Advertising figures released by Canadian Broadcast Sales (CBS), a company owned by Corus Entertainment Inc. and Rogers Communications Inc., suggests advertisers are increasingly using the radio dial to reach older audiences.
The percentage of ad revenue from commercials directed at the 25-to-54 demographic increased by more than 15 per cent to 44.4 per cent of total ad spending. At the same time, the amount of ad dollars aimed at younger demographics declined, CBS said.
The trend "likely reflects some recognition that baby boomers are continuing to age," Patrick Grierson, president of CBS, said in a statement. However, advertisers are still behind the curve in targeting older baby boomers, he added.
"The ad dollars are following this group, but are still ignoring the fact that leading-edge boomers have already turned 60," he said.
The numbers, which represent roughly 60 per cent of Canadian radio stations, come less than two weeks after the industry raised concerns with Ottawa about losing younger listeners.
In a submission to a federal government review of the radio sector, the Canadian Association of Broadcasters said falling listenership among teenagers has become a concern for the industry as younger listeners adopt technology such as digital music players.
"It is generally agreed that teens have abandoned conventional radio in favour of other audio platforms including peer-to-peer file sharing, music downloading and iPods," the CAB said.
Despite the focus on older listeners though, CBS said ad spending aimed specifically at men ages 18 to 34 rose because of greater competition among beer companies.
Meanwhile, commercials related to the federal election pushed up overall ad revenue by more than 10 per cent to an estimated $29-million.
Radio ads targeting aging boomers: report
GRANT ROBERTSON
MEDIA REPORTER
Radio advertisers are shifting their attention away from younger listeners to the growing population of aging baby boomers, two of Canada's biggest broadcasters said yesterday.
Advertising figures released by Canadian Broadcast Sales (CBS), a company owned by Corus Entertainment Inc. and Rogers Communications Inc., suggests advertisers are increasingly using the radio dial to reach older audiences.
The percentage of ad revenue from commercials directed at the 25-to-54 demographic increased by more than 15 per cent to 44.4 per cent of total ad spending. At the same time, the amount of ad dollars aimed at younger demographics declined, CBS said.
The trend "likely reflects some recognition that baby boomers are continuing to age," Patrick Grierson, president of CBS, said in a statement. However, advertisers are still behind the curve in targeting older baby boomers, he added.
"The ad dollars are following this group, but are still ignoring the fact that leading-edge boomers have already turned 60," he said.
The numbers, which represent roughly 60 per cent of Canadian radio stations, come less than two weeks after the industry raised concerns with Ottawa about losing younger listeners.
In a submission to a federal government review of the radio sector, the Canadian Association of Broadcasters said falling listenership among teenagers has become a concern for the industry as younger listeners adopt technology such as digital music players.
"It is generally agreed that teens have abandoned conventional radio in favour of other audio platforms including peer-to-peer file sharing, music downloading and iPods," the CAB said.
Despite the focus on older listeners though, CBS said ad spending aimed specifically at men ages 18 to 34 rose because of greater competition among beer companies.
Meanwhile, commercials related to the federal election pushed up overall ad revenue by more than 10 per cent to an estimated $29-million.
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