MediaBuyerPlanner: Arbitron’s recently released Public Radio Today 2007 offers an analysis of audience listening patterns and demographics of eight leading public radio formats, reports MarketingCharts.
The analysis covers the News/Talk, News-Classical, Classical Music, Jazz, News-Music, Adult Album Alternative (AAA)/Eclectic, News-Jazz and Variety Music segments of public radio:
- News/Talk still commands nearly half of Public Radio listening:
- News/Talk generates nearly as much listening (43.6 percent as of fall 2006) as all other formats together, with nearly 14 million listeners.
- It has almost twice the weekly reach of the second-strongest format, News-Classical.
- News-Classical tightens grip as No. 2 format:
- News-Classical, with a 21.1 percent share, registered growth in every daypart – and a 14 percent cume increase.
- News-Classical is the No. 1 format in both the South Atlantic and South Central regions.
- AAA/Eclectic sees strong growth:
- Adult Album Alternative/Eclectic, at 5.1 percent of public radio listening, registered a 17 percent improvement in weekly reach?the second-largest growth of all public radio formats.
- Time Spent Listenting (TSL) was up one hour among adults 18-34 and improved 30 minutes among 25-54s.
- News-Music enjoys gains across all dayparts: With weekly share of public radio listening at 6.0 percent, the News-Music format scored growth in each daypart, as well as on weekends.
- Variety Music scores big cume increase: Audience reach grew 20 percent between fall 2005 and 2006?the largest percentage of all public radio formats, accounting for 2 percent of public radio listening.
The Arbitron report (pdf) also examines top trends in public radio, including its expanding reach (weekly reach=11.2 percent of US population).
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