If you were not aware, yesterday the Beer Institute, governing body for all information and aspects of the industry, updated its Buying Guidelines for radio. It has raised the audience composition percentage of adults 21yrs of age or older from 70% to 71.6%. For both diary and PPM markets,  the Institute adheres to the Average Quarter Hour (AQH) Persons measurement found in Arbitron. For more information visit their website and download the Advertising and Marketing Code

Consequences are 2 fold. The job of beer markers and media buyers becomes that more difficult in trying to reach targeted consumers. Consequently, radio stations ability to sell inventory to beer companies has decreased, potentially reducing their profits.

It was rumored that the audience composition percentage was to be set at 75%.