The percentage of ad dollars aimed at those aged 25-54 was down to 50% in 1999, according to Interep Research. The company released its annual analysis of national spot radio advertising dollars by demo in the top-25 radio metros recently.
While there was no significant decrease from '98 to '99, a five-year trend shows a significant decline of radio ad dollars targeted to adults, 25 - 54 across all top-10 metros, from an average of almost 61% in 1995 to 54% last year.
Pittsburgh (57.8%) and Tampa (56.9%) had the highest percentage of radio dollars allocated to 25 - 54 buys, according to the survey.
The 18 - 49 demographic placed second among all segments, receiving 17.5% of radio dollars.
By gender, men 25 - 54 led all groups, followed by adults 18 - 49, women 25 - 54, adults 25 - 49 and adults 18 - 34.
Laura Dely