September

Back in the 1980s, radio advertisers turned somersaults when qualitative research helped them find radio stations that were 6% more likely than the competition to reach college graduates. Today, such a broad statistic is laughable, as third-party data now makes it possible to deliver an audio ad to (for example) Women 35-44 who are employed part-time, have a child aged 11-15 in their houseold, and have been to a Dairy Queen location in the past 90 days.