The 25 to 54 demo is now attracting 63% of all national radio ad dollars according to the Q3 report from Canadian Broadcast Sales (CBS). Fifty percent of the spending during that period was directed towards the general demo with the remaining dollars targeting women 25 to 54 (8.7%) and men 25 to 54 (4.7%).
Year to date, radio ad spending is up 2.6% over last year and CBS reports that bookings for Q4 and Q1 2007 are also tracking ahead of previous years.
The top five categories, accounting for over 50% of national spending on CBS-represented stations, were retail $5.3 million (13.7%); automotive $4.9 million (12.7% share); financial $3 million (7.7%); government/federal/provincial $2.9 million (7.5%); and telecommunications $2.5 million (6.5%).
The computer/software category increased ad spending by 229% on CBS stations during Q3, followed by insurance (104%); auto aftermarket (73%); Internet/technology (37%); and movies/media.
