Research Director Finds Divide In 25-54 Disposable Income

Spending Money Or Lack Thereof

THE RESEARCH DIRECTOR Sales & Marketing Associate TYLER PLAHANSKI took to the company's Hot Topics blog to alert advertisers the conundrum of becoming a part of the prized 25-54 demo: "A few months ago I turned 25 years old ... Beginning this summer, advertisers will be hyper-focused on driving my purchasing decisions. Don’t get me wrong, there is ROI proven in targeting 25-54, but I often think to myself 'I’m ALREADY highly desired?' Since my 25th birthday, I’ve been to six weddings and have had one free weekend. I couldn’t spend my money if I tried!"

He then offered words of advice to two camps. "Advertisers: At some point (hopefully soon) I will be a highly desired target … but not today. Millennials move quickly, and often times at the expense of discretionary spending power.: And "Broadcasters: If you have a young 25-54 audience, use it to your advantage! But certainly don’t regret having 55+ listeners. Showcase their spending power."

Read the entire piece here.

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