Monday, January 21, 2008

A Few DEMO Facts

As 2008 gets underway everyone is another year older and when it comes to target audiences and demos some interesting facts come up:

  • If you take the definition of the boomers as being born from 1946 to 1964 the first boomers are now 62 and the youngest are 44.
  • The only cell with any boomers left in it within 25-54 is the last cell 45-54!!!!
  • The peak year of the boomers was 1957 and now they are 51 years old - in just 3 years they will be out of the 25-54s.
  • Around 38% of the boomers are already out of the 25-54 cell.
  • The newest members of 25-54s were graduating from high school in the 90s.
  • If you were graduating with the dawn of grunge (1992) you are now 34.
  • In 2009 Led Zeppelin's first LP will be 40 years old. In 1990 a 40 year old piece of music was from 1950 - the end of the big band era.
  • The last boomer will turn 50 in 2014.
We used to think of 25-54s as all boomers and the formats that did well in that demo were boomer formats for the most part. Classic Rock/Hits, AC, and Country all had good appeal with boomers and are often the first choice if you want to win 25-54. But the reality of 25-54s is changing the Generation X and Y are taking over the demo and the music of the 80s and 90s is starting to be the mainstay soundtrack for the new 25-44 demos. Soon there will be no boomers left. What formats will be the most valuable then? Have we even thought about this or even started to create new formats that will appeal to the new 25-44s?

This could be the golden opportunity if you are looking for new ways to win in 25-54s.

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