Your source says teens still listen to the radio, duh.
Nowhere does it say that teen cume or TSL is as high as it was in 1974.
Nowhere does it say that teen cume or TSL is as high as it was in 1974.
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the apple did have a rock and alternative station at least for a few days..
- Thread starter hangman
- Start date
If you were to look at the demos for a station like Z100, you'd see their age demos are pretty flat since signing on. Are lots of teens listening to WOR or WCBS? No. Is that shifting the average numbers for radio overall? Yes. But when you look at stations that target younger audiences, they still tune in in large numbers. And based on what we see for country radio in markets outside NYC, a very large percentage of the audience is under 35. And that is the driving force behind companies like Cumulus and Clear Channel flipping more stations to country.
No way is teen listenership the same today as it was in 1974 or 1964 for that matter. I agree with Briancraig on the reasoning about YouTube and other technologies that teens use.
Radio is on the decline anyways. With AM radio about passe and few classic hits stations playing the real hits anyways, it's running a slow death and seriously, radio today is nothing like it was in the 70's or 1974 for that matter. A ghost of what it once was.
Radio is on the decline anyways. With AM radio about passe and few classic hits stations playing the real hits anyways, it's running a slow death and seriously, radio today is nothing like it was in the 70's or 1974 for that matter. A ghost of what it once was.
You can agree or disagree with whoever you want, but the facts show that teen listenership has remained stable, even with all the competing media.
There are lots of other formats besides classic hits. And several of them have large listenership under the age of 25.
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Let me clarify: I never said TSL is as high now as 1974. TSL began declining in the 1989, with the popularity of portable CD players and video games. The minute people had other devices, they began to use them. That doesn't mean they stopped using radio. But no question that TSL has gone down. Then again, streaming TSL is much lower (by a factor of 60%) than OTA radio.
You mean the same 15 teenage listeners text you...they don't know that a phone was used originally for voice.
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Big A...you're in denial of the trend in listening with teens. You can quote any study you want, but this is not what I'm seeing in the real world. (The ultimate question is...who commissioned the study? Neilsen? NAB? Of course the results will be skewed.)
Who's survey do you trust? Do you think your family is representative of the entire country?
Look...the fact is that radio isn't really aiming its programming at teens. In fact, it never did. Radio formats have always been aimed at 18+ adults. The fact that teens listen is a bonus, but we're not selling them to advertisers.
Nielsen does not "commission" studies... it does them at the behest of others.
NAB does not do ratings or listenership studies.
The source for the original "94%" statement is syndicated national Nielsen data. 94% of all persons across all ages listen to radio each week. Nielsen and its radio predecessor, Arbitron, has been measuring radio listening for 49 years. They measure listeners and non-listeners and are monitored and audited by the MRC, which reports to the advertising community.
Using LA as an example (and the market by market variance in PPM markets is minimal) the listening by age ranges from 92% in 12-17 to 94.6% in 35.6% to 91.3% in 55+.
Naturally, the highest averages are in 25-54 and 18-49 as those are the ages radio targets. 55+ is off by about the amount that teens are off, which is natural since no station targets either group. So if teens have new alternatives, it is not unusual that they use them... as no radio station wants them.
What is off the the amount of usage... TSL. But as to the idea that teens do not use radio: untrue. They spend less time with radio than ever before, but they do use it.
Also debunked is the idea that seniors have nothing to listen to on the radio. They do and they listen a lot.
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And by the way, this is nothing new. When I was a teenager, I preferred college radio to commercial FM stations because their DJs were closer to my age, reflected my musical interests, and the stations usually played a wider range of music. And I was actually working at a commercial station at the time.
If you want to talk about the text line, we're talking hundreds of unique texters a week. On the traditional telephone (area code and all,) we're still getting dozens of unique calls from unique numbers every day... and we do keep track of that sort of thing. Trust me, there are still 15 year olds that dial our number... however, the vast majority of them do interact with us on FB, Twitter, and Instagram instead.
We don't really care what method they choose to interact with us... we just want them to interact, and they do. Quite a bit.
I agree...I've heard this from a lot of CHRs and it's one of the reasons why you still have live DJs in CHR at that time, while more adult formats, like AC and country, are using syndication.
My cousin is a teenage girl who always has her Ipod/Iphone glued to her hip. One day she got in trouble with her parents for spending too much money buying songs on ITunes. They told her she should listen to the radio because it would be cheaper. Her response was, and I quote, "Why would I do that?".
Now obviously this is only one person, but we all know teenagers "follow the crowd" more than anything. So I would find it hard to believe that she is listening to ITunes but all her friends are listening to the radio.
That might have been true a few years ago, but now, teens have decided they'd rather stream than buy. Of course that's bad news for the record labels, but that's what's happening. iPod sales are down, iTunes sales are down, and there are now lots of ways to stream songs without paying for them or taking up memory. Which leave more space for videos and photos.
There is another aspect to this: YouTube and larger screens on phones. Anyone can find any current or old track on one of these 'tube" sites, D/L it and view it as desired. I see it everyday in the restaurants my company owns. Check out what is going on in subways (if you have them) and buses -same thing. In fact most major video sites offer downloads in phone-compatible formats.
File sharing via things like WinMx, searchable hosting has also seen a resurgence. School VPN have never gone away.
Buying music is so 'late 90's".
Chan
As I said earlier, the Nielsen survey covers a much broader group of people than might be included in your personal observations.
What lost me was their statement that "teens read newspapers".
They do. Although they're usually online. And quite often for school projects.
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