• by Joe Mandese , September 16, 2004

Adults ages 25-54 continue to be the dominant media buying demo for spot radio buys in major markets, but this demo continues to lose share to younger demos, according to an annual study released Thursday by radio spot sales rep Interep. Adults ages 25-54 accounted for 42.2 percent of all ad dollars spent on radio ad buys in the top 25 markets during 2003--down nearly a percentage point from 43.0 percent in 2002.

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.

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.)