For a number of years, Mike Francesa has been emphasizing that Baby Boomers were a dramatically undervalued audience demographic for advertisers. His generation was working and living longer, and earning and spending far greater money than the 25-54 year old demo coveted by radio and 18-49 by TV. The New York radio legend recognized a vital paradigm shift sooner than just about everyone else in the business, while also probably being a little too dismissive of young professionals.
“I understand there’s an obsession with youth in this country, but go to a Mercedes-Benz dealer and ask them how many Mercedes did you sell in the last month to people between the ages of 18 and 34?” Francesa mused at the Barrett Sports Media summit early last year. “And then ask them how many they sold to the people between the ages of 55 and 65.”
I’ll acknowledge that my initial reaction to when Francesa started making this point years ago was thinking “Ok Boomer” inside my own mind. I was over-sensitive to the fact that he was hand-waving my generation of Millennials like he would a WFAN caller from Yonkers who suggested a dumb trade. His opinion was transparently self-serving in regards to his own aging audience, and he underrated what habit-forming can mean to advertisers. Nonetheless, as I’ve thought about it more I’ve realized he’s completely right about the considerable spending power of people in their 50s, 60s, and 70s in this country — and brands are also recognizing it and adapting.
Buying for 3-4 Generations
Jill Albert is the CEO of Direct Results, a firm that buys ads across audio platforms including radio, podcasts, and streaming for brands like Omaha Steaks, USC, Home Advisor, Mathnasium and Chewy.com. She told Barrett Sports Media that 25-54 remains the “core” demographic target in audio, but that 55-75 year-olds are “kind of misunderstood and undervalued.”
Lauren McHale, SVP and Director of Sales at the Katz Radio Group ad agency, agrees that 55+ is “often undervalued”.
McHale said, “Advertisers target consumers via their lifestyle choices. Research shows that sports radio, play-by-play in particular, delivers an audience that is educated, employed, and has a higher income and higher net worth than the average adult. Stats from the Federal Reserve and the Bureau of Labor Statistics show that adults 55+ have the highest net worth among all households, and account for the largest share (41%) of all consumer spending in the U.S.”
Albert made the point that Boomers, with accumulated wealth that dwarfs younger generations’, are in a position where in many cases they are spending not just on themselves but on care for their elderly parents, and potentially providing support for their children and grandchildren.
Michael Mulvihill, EVP and Head of Strategy at Fox Sports, affirmed this point. “How many young people use a Netflix password that’s paid for by their parents? A lot,” he said. “How many parents use a Netflix account that’s paid for by their kid? Seems like not many. That seems to flow almost entirely in one direction.”
So what we are seeing isn’t necessarily what Francesa lobbied for in prioritizing the boomers for ad targeting, but a gradual shift in which they’re being valued more than before but still not the priority. “At the end of the day we want as many ears on our platforms as we can get — whether it’s over-the-air or digital” said Mitch Rosen, Program Director of Audacy stations 670 The Score in Chicago and 105.7 The Fan in Milwaukee. “I still believe we live in a 25-54 world. I still think that’s the target.”
Contextualizing the Wealth
It’s one thing to just say that Boomers are rich and thus imply that the youth are poor, but when you look at the data it really smacks you in your face. According to the Federal Reserve, here is the wealth in trillions of dollars for the generations:
Silent & Earlier is defined as born before 1946, Baby Boomers were born from 1946 through 1964, GenX from 1965-1980, and Millennials from 1981-1996. The differential magnitude is stunning: Boomers have nearly twice as much wealth as GenX’ers and nearly 11 times what the Millennials do.
Michael Mulvihill, the Fox Sports executive, pointed me to a study, circulated by the AARP, which said that if you separated out the economic contributions of Americans aged 50+, it would be the third largest economy in the world behind the United States and China. “So the third largest economy on Earth is completely ignored by the advertising industry,” Mulvhill said of those who cut off audience value of those older than 18-49. “That seems like it should be reconsidered.”
Those numbers, as gobsmacking as they are, still do not tell the full story. Part of the emphasis on reaching 18-49 or 25-54 was the presumption of upward mobility amongst generations of Americans. The Boomers, when they were the target demo, were the leading illustration of this belief. However, the ladder got pulled up behind them.
This chart, shared recently by UNC Greensboro economist Gray Kimbrough, takes a few seconds to read, but when you figure it out it plainly spells out what Mike Francesa was stating: young professionals have not been accumulating wealth like their predecessors did:
How can you respond to that besides acknowledging that fundamental assumptions about buying power must be re-assessed?
What it Means for Sports
You can hardly call it a dire situation when the NFL is nearly doubling their media rights money in the next TV contract, but there were some sirens sounded when the median viewership of the Chiefs-Bucs Super Bowl was at 50.6 years old, up from 46.6 in 2018 and 49.1 last year. To illustrate why we constantly hear about the old viewership for MLB and younger for NBA, the World Series was at 56.2 and the NBA Finals at 46.1.
The Boomers are the generation most apt to sit down and watch all or most of a game, while the youngs are increasingly satisfied to nibble on highlights on their phones. Last week, Variety revealed a survey in which different generations were asked whether they preferred to watch full games or highlights. Here are the percentages that preferred watching highlights:
So in the Boomers, sports leagues and networks are capturing an audience that is not only far wealthier, but far more enthusiastic about engaging with their products.
How do you harness that?
When I’ve talked about the undervaluation of older audiences, one response that I’ve gotten is that people’s preferences are set by the time they’re in their fifties and they become impervious to the influence of advertising. That is partially true, and explains why the youth is coveted. Look at what Dave Portnoy and Barstool have built. For two decades they have reached college-aged fans and kept them around. Portnoy isn’t content to let the audience age with them, and earlier this week explained the funnel system of doing drama-filled shows with Tik-Tok stars so that Barstool can capitalize on the young audience when they start making money:
Nonetheless, advertisers who cut off their targets at 49 or 54 are dismissing a remarkable amount of massive opportunities.
“Buying habits may be set on consumer packaged products, so when they go to the grocery store things may be set from that perspective. You’re not going to sell them on a new brand of toothpaste,” said Jill Albert, the CEO of Direct Results. “But their world is opening up. They’re not spending as much time taking care of school-age children or working. So now they get to do whatever they want. Take travel: How many times do you talk to people who are 55 years old that are trying to figure out all the places they want to go? That’s a huge opportunity, especially after coming off a stretch where travel has been shut down and will be opening up.”
Lauren McHale, of Katz Radio Group, says that they’ve discovered that Boomers express feeling excluded by marketers. “Using our proprietary research panel of U.S. consumers across the country, Katz surveyed older adults to gauge their opinions of brands not speaking to them,” she says. “Based on our research, the 55+ consumers are aware they’re being snubbed – they are also aware of their spending power. Our findings show that the 55+ audience want brands to speak to them and they take action when they hear an ad.”
There has been what I think is a misconception that mobile devices and streaming would cannibalize traditional media platforms when in many cases there are incremental strategic advantages. For example, for years Mitch Rosen was selling 670 The Score’s reach in car radios or perhaps in the office. Now, the app can reach you through your phone headphones or home speakers. For the first time ever this season, Cubs games will stream on their app. The audience from all of this can get aggregated and targeted accordingly.
Another element, and this is a topic for a whole other piece, is addressable advertising. Facebook, Google, and Amazon have built an oligopoly in digital advertising with their sophisticated targeting technologies. This strategy is already percolating in audio and TV. Jill Albert said that Direct Results is already using attribution models and pixel tracking techniques across audio platforms — even including terrestrial radio.
To borrow a conclusion phrase from Mike Francesa, the bottom line is that he was perhaps a little too dismissive of young professionals, but absolutely right that the Baby Boomers need to be a focal point in sports media marketing. This is an audience that has more wealth and the desire to spend it than the generations who came before it and the ones coming up behind. For the right industries, targeting them is quite advantageous.
Media Noise – Episode 44
This week’s episode is all about the NFL. Demetri explains why the league embracing kids is long overdue, Andy Masur stops by to breakdown the first Manningcast, and Ryan Maguire explains why some sports radio stations are missing a golden opportunity to shine on Sundays.
Interviews Thrive On Podcasts In A Way They Can’t On Radio
“Opportunities that a podcast creates open doors to audio that is simply superior to live radio.”
Live radio vs. podcasts seems to be a heavyweight fight that isn’t ending anytime soon. Podcasts are growing so much that companies that do radio are also now offering podcasts. This column is hardly about that fight.
Instead, this is about how a podcast interview is a better way to get the best out of the guest than anything live on a radio station. This is not about downloads or clicks or sponsors. Solely about the content that is being produced.
A podcast makes the guest more comfortable and is more intimate than a live radio show. Especially in sports.
Since 2015, I have hosted and produced 656 podcasts (yes it was fun to count them) and hosted many radio shows. My current shows are called Sports with Friends, Hall of Justice, and Techstream. That last one I host with tech expert Shelly Palmer.
On radio, there is a myriad of things the host has to do besides focus on the guest.
First, there are the IDs. Program directors have always told me ID the guest every chance I get. “We are talking with Eli Manning on WFAN,” is heard 7 times during an eight-minute segment.
On a podcast, the name of the guest is on the player or app that is playing the podcast. “Episode 1. Eli Manning, New York Giants” scrolls across smartphones, car radios, or other devices constantly. Never interrupt the guest with an ID.
Then, there’s the fact that it is recorded and not live. I have a standard preamble that I say to any guest before any record light turns on.
“I will push,” I explain. “I will see where the conversation takes us, but I do tend to push. However, I’m on your side. This isn’t some expose’. If something comes up that you don’t like your answer, tell me. I’ll take it out. If there’s something that I say that is bad or wrong, tell me, I’ll take it out. This is a conversation, not an interview.”
In 656 podcasts, only one player, Bryce Harper (then of the Washington Nationals) asked me to take something out of a podcast.
We were doing Episode 54 of Sports with Friends when the subject of Dusty Baker came up. He had just been hired to manage the Nationals. I mentioned in passing that Dusty had given the eulogy at my best friend Darryl Hamilton’s funeral.
Bryce was so intrigued that he recalled the comments I had made and asked if we could pause. We then spoke for a good 10 minutes about the kind of person Dusty was. Why Darryl held him in such regard. It was a really inciteful chat. Never was on the podcast.
Still, guests do relax when told that the editing option exists. They let their guard down. The host of a podcast can ask deeper questions.
“Who was the first person you called when you found out you were traded?”
“Have you seen a life for you after football?”
“How much do you hate a certain player?”
All questions, that if asked live, could seriously backfire. So not only does the guest have a guard up, but the interviewer also has to play it relatively safe, when they are not IDing the guest for the umpteenth time.
Time constraints also don’t exist in a podcast where they are beholden on live radio. The guest is just about to tell you they did cocaine during the World Series, and you are up against the clock.
I have hosted shows over the years where the guest was phenomenal, but I screwed up the PPM clock. That was the takeaway. The clock is important on a live medium that needs to get that quarter-hour.
I try to keep my podcasts short. You wouldn’t see it from looking at the lengths of my episodes. Still, I feel that if someone wants to talk and dive into a topic and it goes a little long, I will never cut the guy off.
Ken Griffey Jr. spoke for 45 minutes with a cigar and his feet up on the phone by his pool. He was telling jokes and stories. I wouldn’t have stopped that if a train was coming. When I hosted Mariner content at KJR in Seattle, our interviews usually last 5 minutes.
Jon Morosi broke down the future of clubhouse access and how he traveled during Covid. Then he told an amazing story of his wife working in the medical field and how that impacted all of his family. Shannon Drayer of 710 KIRO got so in-depth in her arduous journey from being a coffee barista to the Mariners on-field reporter. It was split into two episodes.
Former porn star Lisa Ann talked about her decision to quit the business. Even Jason Barrett himself was Episode 173 of Sports with Friends.
(When in the past has Jason Barrett been in the same paragraph as a porn star? Note to Demetri: please leave it in.)
The radio industry is seen to be cutting costs wherever it can. Mid-market stations are not doing night shows anymore, instead offering nationally syndicated programming.
Weekends are another avenue that perplexes me. Talent that is not deemed good enough to be on during the week is often given weekend shifts. Also, some Monday-Friday hosts add a weekend shift to their duties. Here’s a theory: play podcasts. Format them to hit your PPM time marks.
They don’t have to be my podcasts, but in the crowded podcast space, surely there are sports talk podcasts that are intimate, deep, and fun. Since we live in a data-driven age, let’s see how a radio station fares playing high-quality podcasts or portions of them, vs. weekend hosts.
Program directors often worry about the outdated nature of a podcast. That sells the podcaster short. As someone who has been in the podcast space since 2003, I know how to make them timeless, and companies make shows often enough, that rarely would they be outdated.
Quality shines through the speakers. The spoken-word audio format is continually evolving. Opportunities that a podcast creates open doors to audio that is simply superior to live radio.
The podcast industry is continually evolving. Radio needs to evolve as well. Then, it can be a fair fight.
National Voices Can Work For Local Clients
“Distance, like absence, can make the heart grow fonder.”
Selling personalities is one of the hottest trends in media today. Sure, most of the buzz is around social media influencers, but radio has long had a relationship with its audience based on personal connections between host and listener. And nobody has a better relationship with their audience than a sports radio host.
I am sure you are leveraging your local hosts by now. Live spots, testimonials, remotes, and promotions are all great tricks of the trade, as well as sponsored social media posts. But does your station carry syndicated shows? I am sure you do either from 7 pm-12 am Monday-Friday or on weekends.
In 2018, The Ticket in Boise, Idaho brought CBS Sports Radio host Damon Amendolara and his co-host, Shaun Morash, to town for a Boise State football game. Damon had just switched to mornings from evenings, and his show aired in Boise from 4 am-8 am Monday – Friday. His ratings were decent, but nothing that stood out considering the daypart. It was thought to be risky to sell him into sandwich shops, pizza places, appearances at local legend hangouts, and so forth.
Boise State head football coach and QB Bryan Harsin and Brett Rypien did a live shot on the show from the on-campus bookstore. At dark thirty. It all worked. DA and Morash were hits! Everywhere they went, lines and crowds awaited them and they hit spots in a two-county area. The few days of appearances worked so well that DA is back in Boise three years later, this time for a week. Now, DA is doing his show from resort hotels 2.5 hours away, taking riverboat adventure fishing trips in Hell’s Canyon, craft beer tours for his sidekick Andrew Bogusch and hosting college football viewing parties at brewpubs. Every station that carries syndicated shows probably has a DA success story waiting to happen.
Start by listening to the shows, know the benchmarks and quirks of the national personalities or call the affiliate rep and ask. Does the talent discuss their love of beer, BBQ, pizza, whatever? If they do, then go ahead and sell them to a local client. The national talent can do the spot and endorse your client. If it’s a product, send one to them. Figure out how to get them a pizza. If it’s a service, do a zoom call with the client and let them start a relationship. Include some social media elements with video. The video can be used in social media and can sit on the client’s website. Yours too!
If you want to bring the talent to town, do it for a big game, local event, or 4th of July parade, and the sponsors will follow. Run a promo during the talent’s daypart asking local sponsors to text in to reserve their promotional spot. Have the talent cut liners asking the same thing. Take the NFL Sunday morning host and sell a promo to a sports bar where the host zooms in to a table or room full of listeners, and they watch a portion of a game together. Or sell the same idea to a national chain and do an on-air contest for a listener to have a home watch party with the zoomed-in host complete with food and beverages from your sponsors sent to both locations. How about sending your #1 BBQ joint that handles mail orders and sends some food for the talent? They can videotape themselves reheating the BBQ and make some great Facebook and Instagram videos.
Distance, like absence, can make the heart grow fonder. Try selling a nationally syndicated host inside your market. I promise you’ll like it.
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