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May 15, 2006
The Fallacy of 18+ CPM's
Whenever a client tells us how they were quoted CPM’s based on an 18+ demo, we cringe. With all of the targeting ability of radio, why would anyone look at an 18+ demo? We hope it’s not just so they can quote low CPM’s. The 18+ demo is, for practical purposes, irrelevant because so few products actually appeal to every male and female over 17 years old (and that’s who the 18+ demo “targets”). Of course it is cheap to reach every set of ears out there. Food for thought (or lack of it).
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Predictably Irrational: The Hidden Forces that Shape Our Decisions, Dan Ariely
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Or Your Money Back, Alvin Eicoff
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Direct Response Radio: The Way to Greater Profit with Measurable Radio Advertising , Brett Astor and Jeffrey Small 
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