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Listener Aging By Format...

 

Monday, January 17, 2022
 
Radio audiences, not being immune, are aging. The danger lies in audiences dropping out of the so-called, sweet spot or money demo of the highly coveted 25-54 age group. While there have been countless rumors of extending that demo, it seems we're stuck with it for at least, the next several years - perhaps the end of eternity...
 
That in mind, let's take a look at the Nielsen Scarborough USA+ age-ranker database. The median age of seven formats has aged, or is aging, out of the demo. The median age of news/talk and all news formats, religious, classic hits, variety, classic rock and adult R&B (listed as urban AC by Nielsen/Scarborough) have the oldest listening audiences. The median age of listeners to the religious format is 55, followed by classic hits with a median age of 53. Variety, classic rock and adult R&B each have a listener median age of 51...
 
According to Inside Radio, on the other end of the spectrum are rhythmic CHR, CHR, modern rock (alternative) and hip-hop/R&B (urban contemporary), which have the youngest median age - with all formats attracting listeners under 40 years old...
 
Not surprising, all sports radio attracts a majority of male listeners (75.8%), while contemporary Christian (59.5%), adult R&B (58.3%), hot AC (57.8%) and CHR (57.6%) deliver the largest percentage of female listeners. Most of the formats that were ranked in a blog post by Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One attract a relatively balanced ratio of male/female listeners...
 
The format that skews highest for having children in the household is regional Mexican (59.3%), followed by Spanish contemporary/Spanish hot AC (51.8%). Among English-speaking formats, 48.7% of CHR listeners live in households with children, followed by hip-hop/R&B (47.8%) and rhythmic CHR (47.1%)...
 
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  • Having served as a hitting coach in the Yankees farm system, Rachel Balkovec will be the first woman to manage a team in affiliated baseball.

 

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