The study shows that the adult 25-54 demo has eroded 13.3 share points from a 55.5 percent share of radio ad spending in 2005. During the same period, the amount of ad spending placed behind the adults 18-49 demo grew to 22.6 percent from 17.5 percent.
The erosion of 25-54 radio ad share was most pronounced in some of the biggest markets. In New York --the nation's largest market--for example, the adult 25-54 demo fell to just 35.4 percent in 2003 from 55.0 percent in 1995.
Year-to-year, men 25-54 saw the most significant decrease in dollars spent, losing almost two full percentage points. In fact, the loss in men 25-54 dollars is the sole cause of the total drop in dollars spent on the 25-54 demographic, since both adults 25-54 and women 25-54 actually had minor increases.
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Radio Spending Trend for 25-54 Ad Demo
2003: 42.2%
2002: 43.0%
2001: 44.7%
2000: 48.5%
1999:
50.3%
1998: 50.5%
1997: 52.9%
1996: 54.4%
1995: 55.5%
Source: Interep's Performax Database; Top 25 Radio Metros (excluding Puerto Rico and embedded
metros.)