Interep: 18-49 Sees Ad Gains

The 25-54 demographic is still the most popular among advertisers, but it's losing ground to younger demographics, according to Intereps' annual analysis of the share of national spot radio ad dollars in the top 25 markets for 2004.

For the fourth year in a row, advertisers are allocating more dollars towards the 18-49 demographic, up to 26.6 percent from 24.4 percent in 2003, while the 25-54 demographic has lost share over the past 9 years.

Although more than 40 percent of ad dollars targeted 25-54 last year, that's down two full percentage points from 2003, when 42.2 percent was allocated towards the demographic. In 1995, 55.5 percent of ad budgets were spent against the 25-54 demo.

Advertisers, perhaps recognizing the growing number of aging baby boomers, are also spending more dollars to target the 35 plus demographics. Last year, 9.6 percent of ad budgets targeted the demo, up from 6.5 percent the previous year.

Phoenix (45 percent), Portland, Ore. (44.4 percent), Washington, D.C. (44.3 percent) and San Francisco (44 percent), had the highest percentage of 25-54 dollars. Miami (29.7 percent), Atlanta (33.1 percent) and Pittsburgh (33.2 percent) had the lowest share of 25-54 ad dollars.