seattlepi.nwsource.com/tv/321339_radiobeat28.html -
[Cached Version]
Published on: 6/28/2007
Last Visited: 6/28/2007
Larry Roberts is vice president of radio for Fisher Communications, which owns one of the stations on that list (KOMO) and sells ads for another (KING); he surmises that another Fisher station, KVI-AM (570), would rank right behind those top five among older listeners.
Roberts says the 25-54 target market remains most popular with advertisers, with 18-49 second (although teens have a lot of disposable income and a willingness to spend it, 12-17 isn't considered an attractive target market, unless you're a soft-drink company, he adds).
As for listeners 55 and older, "It depends on who the client is," and on what the station's format is, Roberts says.
If the client is a national ad agency specifically looking for the 25-54 demo, they might shun a station with an older listener profile.
But a local buyer who "just wants someone to come in the door" might look at stations with good track records of driving customers to their places of business, Roberts says.Talk stations in particular are good at that, he says.KVI might have a smaller audience than KOMO, but its listeners tend to be very loyal and supportive of businesses that support the station.
"It depends more on format than it does ratings," he says.
...
One is that "the older you are, the more likely you are to listen to the radio," Roberts says.
19 online sources [ view sources ]
Profile is not claimed [ this is me ]
