This week, Barrett Media is all about the BNM Summit. While excellent information was presented on how to hunt for political dollars and growing revenue in news/talk, there are some basic client categories we must go vertical in to maximize revenue. And these clients are not going to tell you they only want 18–34-year-olds or 25-54! They want what you have! If you sell for a news or news/talk radio station, then you are selling access to 55-74+ year olds. Here are the TOP 10 ideal advertising categories that cater to the lifestyle, needs, and preferences of your listeners:
Healthcare Providers and Services
Hospitals, clinics, Medicare plans, pharmaceutical companies, hearing aids, vision care, dental services, cancer specialists, knee and hip replacement orthopedics, and senior living facilities.
Why: Health is a top concern for this demo, and they are often looking for reliable or expert medical information and services. Caregivers in the age range may also be looking for help.
Financial Services
Retirement planners, wealth management firms, life insurance, reverse mortgages, bank trust departments, and tax advisors.
Why: Many in this age range are either retired or planning for retirement, making them prime candidates for financial services related to savings, investments, and managing retirement income.
Travel and Leisure
Cruises, vacation tours, RV dealerships, golf courses, senior travel packages, local theatre, and arts and cultural special events.
Why: This age group often has more free time and disposable income to spend on travel and leisure, making it a prime target for vacation and recreational experiences.
Automotive
Car dealerships (with an emphasis on comfort, safety, and luxury), repair services, and aftermarket providers who specialize in mobility solutions (like car modifications for seniors). Also, ride share and mass transit.
Why: Older adults often buy vehicles that are known for reliability, spaciousness, and safety records. They may also invest in maintenance contracts for cars and use mass transit to get around.
Home Improvement and Security
Home security systems, solar energy companies, roofing, remodeling services, and home maintenance companies.
Why: Many 55–74+ year-olds are homeowners looking to upgrade or make their homes safer, economical, and more comfortable, especially as they age.
Pharmaceutical and Over-the-Counter Health Products
Medications for chronic conditions (e.g., heart health, arthritis), supplements, pain relief products, and mobility aids.
Why: This age group tends to spend more on health-related products, especially over-the-counter solutions for age-related conditions.
Legal Services
Estate planning, wills and trusts, elder law, and Medicare/Medicaid advice.
Why: Legal services related to estate planning, long-term care, and retirement legalities are crucial for this demographic.
Hobbies and Entertainment
Sports equipment (golf, fishing), gardening, arts and crafts, theater and concerts, books, and online education.
Why: As retirees or individuals nearing retirement, many in this age group focus on hobbies and personal enrichment.
Home Healthcare and Personal Services
In-home care providers, meal delivery services, health monitoring devices, and mobility aids.
Why: Older adults may require assistance with day-to-day tasks or health needs, making these services highly relevant. Caregivers may also be seeking alternative options.
Local Businesses
Restaurants (especially fine dining, casual, or those with senior specials), grocery stores, retail, and community services.
Why: This demographic often prefers to support local businesses, not chains, that offer convenience, quality, and familiarity. If a local business slogan focuses on longevity, odds are the 55-74+ year old knows the business and will go out of their way to support it.
Master these Top 10 categories to effectively tap into the lucrative 55-74+ year-old market, ensuring your station remains relevant!
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
