The advertising industry's long-standing Adults 25–54 demographic target for radio ads is outdated and overdue for expansion to Adults 25–64, according to a new analysis by Audacy Senior Director of Research & Insights Reggie Shah.
Expanding the range adds 31% more reach—growing the national radio audience from 107 million to 140 million adults and adding 33 million people—while increasing total listening by 48%, without diluting audience quality or income levels.
Audacy's effectiveness research shows the broader 25–64 target delivers a four-point lift in conversion among exposed listeners. “Conversion is where business impact becomes tangible,” said Ray Borelli, SVP of Research and Insights at Audacy. “A 4% lift at scale translates into measurable revenue, not just awareness.”
Major brands are already targeting this segment for growth: DoorDash's fastest-growing users are 55–64, Delta's premium seat customers skew older, Hoka's median purchaser is 52, and L’Oréal has highlighted women 55–64 as a key driver.
This audience remains highly loyal to AM/FM radio. Edison Research data shows Baby Boomers spend 69% of their ad-supported audio time on terrestrial radio, with Gen X close behind at 64%. Notably, 70% of adults 55–64 are Gen X, not Boomers.
Recent Share of Ear trends reinforce radio's strength in modern devices, with smart speakers becoming the top streaming platform for AM/FM (listening minutes up 73% from 2020–2025, household penetration nearing 75%). Connected TV listening rose 23%, mobile edged up 8%, while desktop declined 31%.
Shah concludes that expanding to 25–64 isn't about abandoning younger adults—it's about updating the target to reflect today's extended adulthood, sustained spending power, and enduring radio loyalty for better business outcomes.
Audacy's effectiveness research shows the broader 25–64 target delivers a four-point lift in conversion among exposed listeners. “Conversion is where business impact becomes tangible,” said Ray Borelli, SVP of Research and Insights at Audacy. “A 4% lift at scale translates into measurable revenue, not just awareness.”
This shift aligns with modern demographic realities: Major life milestones now occur later, with the median first-time homebuyer age at 40 and any homebuyer at 59. Labor force participation among 55–64-year-olds has risen sharply over recent decades, and retirement ages continue climbing. Adults 55–64 represent 17.8% of U.S. households but nearly 20% of both income and spending—making them a financially dominant group, not a declining one.
Major brands are already targeting this segment for growth: DoorDash's fastest-growing users are 55–64, Delta's premium seat customers skew older, Hoka's median purchaser is 52, and L’Oréal has highlighted women 55–64 as a key driver.
This audience remains highly loyal to AM/FM radio. Edison Research data shows Baby Boomers spend 69% of their ad-supported audio time on terrestrial radio, with Gen X close behind at 64%. Notably, 70% of adults 55–64 are Gen X, not Boomers.
Digital engagement among 50–64-year-olds is also surging and on par with younger groups: Smartphone adoption matches 18–49s, YouTube viewing is up 25%, smart TV viewing has climbed 61%, and daily podcast listening has surged 173%.
Recent Share of Ear trends reinforce radio's strength in modern devices, with smart speakers becoming the top streaming platform for AM/FM (listening minutes up 73% from 2020–2025, household penetration nearing 75%). Connected TV listening rose 23%, mobile edged up 8%, while desktop declined 31%.
Shah concludes that expanding to 25–64 isn't about abandoning younger adults—it's about updating the target to reflect today's extended adulthood, sustained spending power, and enduring radio loyalty for better business outcomes.