The advertising industry breaks down target demographics into the following age cells, and then by gender.
For instance, M18-24 means men aged 18-24; W25-34 refers to women 25-34. If your target is both men and women, the target cell will be abbreviated with an A or P, as in A18-24 or P18-24, which refers to adults or persons, respectively.
Demographic Market Segmentation
M = Men, W = Women, A = Adults (or P = Persons)
12 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65+
If you’re developing an RFP (request for proposal), think about the specific product or service you are planning to advertise.
For instance, if you’re a mortgage company, your business as a whole may have a wide target customer base (A35+). But you may want to focus your advertising on a specific product to a more defined market. For instance, reverse mortgages to seniors (A65+), or focus on a service for first time home buyers (A35-44).
To evaluate a radio station’s strength, in your RFP you can ask for a proposed radio schedule based on a primary demo (demographic) and a secondary demo. Using the example above, your primary demo could be A35+ and your secondary demo could be A65+ or A35-44.
The more focused you can be with your message and target demographic, the better results you’ll see with your advertising.
Advertising Demographic Groups
The advertising industry breaks down target demographics into the following age cells, and then by gender.
For instance, M18-24 means men aged 18-24; W25-34 refers to women 25-34. If your target is both men and women, the target cell will be abbreviated with an A or P, as in A18-24 or P18-24, which refers to adults or persons, respectively.
Demographic Market Segmentation
M = Men, W = Women, A = Adults (or P = Persons)
12 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65+
If you’re developing an RFP (request for proposal), think about the specific product or service you are planning to advertise.
For instance, if you’re a mortgage company, your business as a whole may have a wide target customer base (A35+). But you may want to focus your advertising on a specific product to a more defined market. For instance, reverse mortgages to seniors (A65+), or focus on a service for first time home buyers (A35-44).
To evaluate a radio station’s strength, in your RFP you can ask for a proposed radio schedule based on a primary demo (demographic) and a secondary demo. Using the example above, your primary demo could be A35+ and your secondary demo could be A65+ or A35-44.
The more focused you can be with your message and target demographic, the better results you’ll see with your advertising.