South Florida's Smooth FM 104.3 Debuts 6/1/12...But Stays For How Long?

[Kent]

It will be interesting to see how agencies and advertisers handle this demo in the next several years. It will be the largest.

In terms of total purchases made, it's been the largest for several years now. That tipping point with the 50+ crowd was hit about 10 years ago. However, it's had no influence on the demos advertisers buy. As David points out, if anything, advertisers are buying younger now.

I remember when I moved to Kansas City a little over 15 years ago and heard a spot for a BMW dealership on a CHR. Given that the average age of a BMW owner was around 50, I was dumbfounded to hear a BMW ad on an 18-34 targeting station. I had several friends at the station, and I asked one who worked in sales if it was just a bonus or a forced buy for the AOR or the AC in the cluster. He said it wasn't.

Maybe it makes sense in a way. Around the same time as my arrival in KC, the cigarette industry was under fire because more kids were familiar with Joe Camel than with any member of the Looney Tunes. I can't imagine any cigarette maker was trying to get junior high schoolers to find a way to get their hands on cigarettes, but the point was clear. The argument against them was that Camel wanted its brand so etched into the youth's mind that they'd rush out to buy its products as soon as they were old enough. So, investing in reaching people who were still 8-10 years away from buying their product was money well spent because it would pay off in the long run.

 

[davideduardo]

But the agency accounts... the big brands and retailers... don't buy 55+ or 50+ at all.

It will be interesting to see how agencies and advertisers handle this demo in the next several years. It will be the largest.

But, as Kent observes, advertisers who use ratings and demographics will buy younger. It's becoming 18-49, not 25-54, that is sought after... just like TV.

Over 55's or older consumers in general have set buying habits. Breaking and changing them takes more ad impressions. Sometimes, the cost of more ads erases the profit on any sale.

With the attention span of 18-34 almost null. (They are too busy texting). That will be a challenge too.

We are talking about a 30" or 60" spot here. It works with 18-34, too. We will likely see more 15's and 30's, though... the US is almost unique in the world in having the 60 second spot as the norm.

 

[Groove1670]

Over 55's or older consumers in general have set buying habits. Breaking and changing them takes more ad impressions. Sometimes, the cost of more ads erases the profit on any sale.

Agreed. It doesn't change the fact, They are a large part of the pie, and have much disposable income.

 

[Groove1670]

Over 55's or older consumers in general have set buying habits. Breaking and changing them takes more ad impressions. Sometimes, the cost of more ads erases the profit on any sale.

Agreed. It doesn't change the fact, They are a large part of the pie, and have much disposable income.

In the case of EZ, once again I agree. Few expenses + Cash flow = Success

We are talking about a 30" or 60" spot here. It works with 18-34, too. We will likely see more 15's and 30's, though... the US is almost unique in the world in having the 60 second spot as the norm.

With over 7000+ ad impressions hitting the consumer every day, it must be clever and fast :10
:15. As a retail store owner for the past 10 years, I see it everyday. Very short attention spans and overwhelmed with choices. That does impact buying.

As someone ready to join the broadcast world again soon. It has opened my eyes and changed my perception.

 

[xmusicmatt]

Could someone such as EMF go after 104.3?

 

[Groove1670]

Could someone such as EMF go after 104.3?

Yes. They recently purchased WABB mobile $3M (Payment in full). Also they made a recent purchase of New York signal. So Miami in not out of the question.

 

[FLjack2]

There's also Merlin.