25-54 DEMO CAPTURES 63% OF RADIO ADVERTISING
A single age demographic, 25-54, continues to grow in dominance, now capturing 63% of all national radio advertising dollars. In the third quarter, the Adults 25-54 demo alone represented almost 50% of spending, an increase of 1.2 share points over the previous year. Adding distinct categories for Women 25-54 (8.7%) and Men 25-54 (4.7%) brings the total age group spend to 63%.
"While the 25-54 age group is not truly a homogenous target group, radio's ability to target still allows advertisers to effectively reach this diverse demographic by utilizing stations that deliver the multiple age and gender strengths of different radio formats," said Patrick Grierson, president of Canadian Broadcast Sales. "Advertisers should also remember to include the large, growing and prosperous 54-plus age group, which is often ignored."
After record third quarter sales in 2005, radio advertising spending fell back slightly by 1.2 per cent over the same period in 2006. Overall, year-to-date figures are 2.6 per cent ahead, according to information supplied by Canadian Broadcast Sales.
"Last year's third quarter was remarkable, our best-ever quarterly result, and we've been able to maintain those numbers almost entirely," said Grierson. "Canada has also remained consistently ahead of the U.S. in radio advertising sales for a long period. Even more encouraging is the positive booking trend we're seeing for the fourth quarter and early 2007 fiscal year, both of which are tracking ahead of previous years."
The top five major categories by growth on CBS-represented stations were: Computer & Software (229%); Insurance (104%); Auto Aftermarket (73%); Internet/Technology (37%); and Movies/Media/Entertainment (8%).
The top five categories by spending accounted for over 50% of national advertising spending on CBS-represented stations: Retail $5.3 million (13.7%); Automotive $4.9 million (12.7% share); Financial $3 million (7.7%); Government/Federal/Provincial $2.9 million (7.5%); and Telecommunications $2.5 million (6.5%). |