Despite growing into a 25-54-audience powerhouse during the last few years, CHR has kept its primary focus aimed squarely on its longtime core 18-34-year-old target. No surprise then that no matter how you slice and dice radio’s Millennial audience, the format comes out on top.
CHR captures the largest share of listening among all three Millennial groupings in Nielsen’s new Total Audience Report, based on PPM data from fourth-quarter 2015.
CHR has a 12.3 share of Dependent Millennial Adults, a 13.5 share of Millennials On Their Own and a 12.3 with Millennials Starting a Family.
Still, Millennials in different life stages show preferences for different formats. Unlike diary ratings which measure recalled listening, Nielsen’s PPM service measures exposure to encoded media. And for Millennials living in someone else’s home, that includes exposure to listening by older adults, causing Dependent Millennial Adults to over-index for classic rock, classic hits and AC. At the same time, Dependent Adults under-index for sports, news/talk and regional Mexican, when compared with the total 18-34 population.
Millennials On Their Own are the least ethnically diverse 18-34-year-old group, and show a preference for mainstream formats such as hot AC and alternative, the new report shows. They’re also the least likely to be Spanish-language radio listeners. Millennials On Their Own listen to twice as much news/talk as the other two Millennial groups and also significantly over-index for sports stations (they also watch the most sports on TV).
Millennials Starting a Family include the highest percentage of Hispanic and Spanish-speaking listeners. In this group, regional Mexican has the third-highest share of listening time. Overall, 16% of listening among Millennials Starting a Family goes to Spanish-language formats—more than triple the amount of the On Their Own group.
Conversely, Millennials Starting a Family are less likely to tune to classic rock, urban AC, alternative and news/talk than the total 18-34 population.
After CHR, the 10 most popular formats among all Millennials are country (8.7), hot AC (7.8), urban contemporary (6.7), AC (6.6), rhythmic CHR (5.7), alternative (5.1), regional Mexican (4.8), classic rock (4.5) and sports (4.1).
CHR captures the largest share of listening among all three Millennial groupings in Nielsen’s new Total Audience Report, based on PPM data from fourth-quarter 2015.
CHR has a 12.3 share of Dependent Millennial Adults, a 13.5 share of Millennials On Their Own and a 12.3 with Millennials Starting a Family.
Still, Millennials in different life stages show preferences for different formats. Unlike diary ratings which measure recalled listening, Nielsen’s PPM service measures exposure to encoded media. And for Millennials living in someone else’s home, that includes exposure to listening by older adults, causing Dependent Millennial Adults to over-index for classic rock, classic hits and AC. At the same time, Dependent Adults under-index for sports, news/talk and regional Mexican, when compared with the total 18-34 population.
Millennials On Their Own are the least ethnically diverse 18-34-year-old group, and show a preference for mainstream formats such as hot AC and alternative, the new report shows. They’re also the least likely to be Spanish-language radio listeners. Millennials On Their Own listen to twice as much news/talk as the other two Millennial groups and also significantly over-index for sports stations (they also watch the most sports on TV).
Millennials Starting a Family include the highest percentage of Hispanic and Spanish-speaking listeners. In this group, regional Mexican has the third-highest share of listening time. Overall, 16% of listening among Millennials Starting a Family goes to Spanish-language formats—more than triple the amount of the On Their Own group.
Conversely, Millennials Starting a Family are less likely to tune to classic rock, urban AC, alternative and news/talk than the total 18-34 population.
After CHR, the 10 most popular formats among all Millennials are country (8.7), hot AC (7.8), urban contemporary (6.7), AC (6.6), rhythmic CHR (5.7), alternative (5.1), regional Mexican (4.8), classic rock (4.5) and sports (4.1).
No comments:
Post a Comment