Westwood One Blog Sings Praises Of Boomers

The Power Of Boomers

This week’s WESTWOOD ONE blog highlights the Boomer audience. While many advertisers insist on focusing their energies on Millennials, Boomers account for 54% of all disposable income, making them an important demographic brands can’t afford to ignore. 

Using AM/FM radio, they can reach and influence this desirable consumer group.

• Boomers represent a huge audience: According to the U.S. Census Bureau population estimates, by 2020, persons 50+ will account for 36% of the total U.S. population. From 2020 to 2030, the persons 50+ population is forecast to increase +11%.
• Boomers are desirable consumers: Boomers are employed with 46% of persons 50+ employed in 2018, according to a VIDEO ADVERTISING BUREAU Analysis of U.S. Bureau of Labor Statistics. Boomers 50+ spend nearly $550 billion annually on their home and personal retail. Boomers have a more active lifestyle than Millennials, spending 56% more time doing leisure activities and sports and 22% more time shopping than Millennials 25-34, according to the VIDEO ADVERTISING BUREAU.
• AM/FM radio has massive Boomer reach: With a 94% weekly reach, AM/FM radio delivers nearly all persons 50-64. According to NIELSEN’s latest Q2 2019 Total Audience Report, AM/FM radio reaches more persons 50-64 than live and time-shifted TV (92%), apps/web on a smartphone (85%), and social media on a smartphone (79%).
• AM/FM radio reaches Boomers throughout the day: During peak shopping hours MONDAY-FRIDAY 6a-7p and on weekends, AM/FM radio has significant reach among persons 50-64.
• AM/FM radio reaches Boomers on the go: Two-thirds of all 50-64 AM/FM radio listening takes place away from home.
• Boomers spend significant time with AM/FM radio: Weekly, persons 50-64 spend an average of 14 hours and 35 minutes with AM/FM radio. Daily, they are clocking an average of 2 hours and 5 minutes with AM/FM radio.
• Classic Rock, News/Talk and Sports AM/FM radio formats resonate with Boomers: Boomers especially connect with Classic Rock, the music of their formative years, as well as News/Talk and Sports format stations.

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