a. The Teenage Market (16-24’s)
£1,250 million a year is the amount estimated to be spent by teenagers on consumer goods, and more than ever this up and coming section of the community is attracting a great deal of attention from manufacturers. They constitute a lively, lucrative market which one cannot afford to ignore. At any given time during Radio Luxembourg peak evening transmissions approximately half a million teenagers are tuned in. The average nightly audience in this age group is 3,335,000. (Source: I.P.A. Survey 1963-64).
Women represent 80 per cent of the world’s buyers, and the ‘shopping class’ housewives who listen to Radio Luxembourg regularly average 2,911,000 nightly (I.P.A. Survey 1963-64). They are able to listen whilst busying themselves with the multitude of household chores that are necessary throughout the evening. Your advertising message reaches them unobtrusively and without irritation, because it is possible to build it into the programme with no break in continuity.