February trends (6+) are out, and for what I think is the first time in a decade or more, WTAM is NOT in the top 10 (overall). Sure the Cavs are weak, and there's not much newsworthy going on, and conservatalk may have run it's course, but this is a new low. Even WMMS shock talk is beating them. Now, with sharing the Tribe with 100.7 will they not get their usual bump in the spring when baseball starts up? What do you do with a fading 50kw flamethrower?
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The Not So Big One...
- Thread starter wffm78
- Start date
Actually Limbaugh's 25-54 numbers have been fairly stable.
SonoSational18 said:Actually Limbaugh's 25-54 numbers have been fairly stable.
Stable, but not strong. As I said, most of his audience is now over 60. Not exactly attractive to advertisers.
....which is kind of dumb. 60 year old have a lot of disposable income.
wffm78 said:What do you do with a fading 50kw flamethrower?
Wait till the next trend. Could be a small sample.
Jim4Rock said:WTAM needs to go all local to stay in the game. Drop Beck for Dave Ramos. Drop Rush for Triv til 3, Franz 3-7..then baseball. Just a thought.
They do that, and then they'll turn 106.5 into a national talk flanker.
No way do they dump Beck, Rush, or Noory (overnights) especially when the CC owned Premeire is the syndicator for all 3 time tested shows.
Once the Tribe gets rolling (especially if they have a hot start - please, please, please), I'll bet WTAM's numbers perk back up again (even with WMMS now essentially being the FM flagship).
SonoSational18 said:....which is kind of dumb. 60 year old have a lot of disposable income.
You are right, but the ad agencies don't want to hear it.
Is it really that the Ad Agencies who don't want to bother with 60+ numbers/listeners? I would think it is the advertisers who are the ones who don't want to target that age group, and they let the agency know by not including 60+ in their target audience. In other words, if an advertiser hires an agency to do the strategic planning for where to spend the company's money, and they want to target people over the age of 55, I would think the agency would say "fine", and do the research to find the best media buys for them. The Ad Agency will still want the business from the advertiser. I don't see them saying to a client, "No, we're not interested in the age group you seem to want. Go find somebody else to do your geezer work for you".
It is the job of the advertising agency to guide the advertiser in choosing the proper target and not blindly going with some blind assumption on the advertiser's part that their target is 25-54. It would be like me going to the doctor and saying, "I have abdominal pain and I want you to perform an appendectomy." Any competent doctor would examine me, make a diagnosis, and then recommend a treatment process. It may very well be appendicitis, but it could also be a myriad of other things that would not be cured with an appendectomy. As baby boomers have aged, there is now a huge bubble of buying power that's moved into the 55-64 cell. I recently graduated into the dreaded 55-to-death demo and have since purchased two new cars, carpeting for the whole house, three rooms worth of furniture, three computers and a smartphone. I also changed insurance carriers and financial advisors. The agency that is complicit in ignoring this buying power isn't working in the client's best interest.
SonoSational18 said:As baby boomers have aged, there is now a huge bubble of buying power that's moved into the 55-64 cell. I recently graduated into the dreaded 55-to-death demo and have since purchased two new cars, carpeting for the whole house, three rooms worth of furniture, three computers and a smartphone. I also changed insurance carriers and financial advisors. The agency that is complicit in ignoring this buying power isn't working in the client's best interest.
You are absolutely correct, but the perception in the ad world is that once you are over 55, or certainly over 60 or 65, they are not interested in you. They feel that your buying habits are locked down and you will never try a new product, etc. Of course, baby boomers are quite different than the old WW2 generation when it comes to brand loyalty and trying new things, but still, the traditional stereotype persists.
Two examples:
WDOK threw out their old sound and image, not because of lack of listeners, but because of aging demos.
Some years ago, WRMR (850AM) was a top five station in raw listenership, but bottom 5 in revenue. Why? Their demos were too old.
Once again, I am not saying this is fair and logical, but go ask any radio salesperson if they would like to join a brand new station targeting 55+ and tell me if ANY of them tell you they are interested in the job.
The problem with WRMR is that by the end their audience was predominantly over the age of 75. 55-64 is a very viable demographic group with new-found disposable income and buying power. I'm not convinced that WDOK made the right choice in the changes they made. Their billings are way down from where they had been.
WRMR, near the end, made the fatal mistake of acting like it was 1945 instead of 1995.
SonoSational18 said:55-64 is a very viable demographic group with new-found disposable income and buying power.
Once again, I agree with you.
But, again, if you went to any station owner or potential group of investors and told them that you wanted to start a radio station that aimed at 55+ you would get nowhere.
Also, as mentioned, you can talk to any current radio salesperson and ask them if they would like to quit and join a station to sell time aimed at 55+.
You answer would be negative.
In this day and age, 55+ is a really tough sell.
I am not saying that it makes sense. I am saying that's the way it is.
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