Not trying to argue that genres that are not hip hop are preferred (in masses), but I am saying there is a group of people out there who don’t like it and probably won’t be tuning in to a radio station that plays hip hop. Where do they go? Perhaps Alt 92.3, but WCBS also would make sense.
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WCBS #1 18-34
- Thread starter Theater of My Mind
- Start date
Rock, classic hits, and 60s music are sure fire ways to get a thread going.
To be fair, that WAS worth complaining about!
Country radio has a lot of listeners in that demo. Maybe not in New York, but in places where its available.
a) too young for 1978.
b) im not complaining just stating a fact how am i wrong.
c) i dont even like classic rock - i like way more disco songs than rolling stones songs.
Anyone know how the morning show is doing ratings wise? I just can't get into it and it sucks there is no real new ALT in the morning on the dial.
In a hurry I hate having to go back to streaming. This is why I find it is surprising that radio does not bring anything new to the table to keep people tuned in rather than streaming non-radio stations. I get advertisers like this and that. But when does it get to a point where advertisers say this is not working reaching lets say younger folks and you are only doing it for our Ad dollars.
You think about it, with everything else the popularity on the NET and streaming is centered on new product.
In a hurry I hate having to go back to streaming. This is why I find it is surprising that radio does not bring anything new to the table to keep people tuned in rather than streaming non-radio stations. I get advertisers like this and that. But when does it get to a point where advertisers say this is not working reaching lets say younger folks and you are only doing it for our Ad dollars.
You think about it, with everything else the popularity on the NET and streaming is centered on new product.
When it doesn't deliver results. So far that hasn't happened. That's because of effective programming. The fact is that there is no single online station that comes anywhere near the numbers of a local FM station in that market. Why? Because online radio doesn't aim for consensus. So even with all of the competition, FM radio remains a more efficient buy for advertisers.
The PPM does not report "listening". It reports what the meter hears, even if the person with the meter did not select the station or even like it.
I'm sure David could answer:
At the start of the pandemic (Spring 2020), listening patterns were so disrupted that stations playing (primarily) older music saw rises in share (while the total overall audience/cume declined). One particular example was Classical WQXR rising to a 3.3 share age 6+ - not because they necessarily gained listeners but because they lost fewer listeners than the usual leading stations.
Is it possible we are seeing a similar pattern developing in 18-34 where the typical Top 5 in the past would include WQHT + WWPR? (They've dropped down recently.) While maybe the older-formatted stations have maybe not gained many listeners but have not lost as many listeners as the younger-skewing formats.
All conjecture/theories on my part; corrections/clarifications are welcomed.
At the start of the pandemic (Spring 2020), listening patterns were so disrupted that stations playing (primarily) older music saw rises in share (while the total overall audience/cume declined). One particular example was Classical WQXR rising to a 3.3 share age 6+ - not because they necessarily gained listeners but because they lost fewer listeners than the usual leading stations.
Is it possible we are seeing a similar pattern developing in 18-34 where the typical Top 5 in the past would include WQHT + WWPR? (They've dropped down recently.) While maybe the older-formatted stations have maybe not gained many listeners but have not lost as many listeners as the younger-skewing formats.
All conjecture/theories on my part; corrections/clarifications are welcomed.
WAXQ is #1 in 18-34 WCBS is #2 that is unheard of
There is definitely a split in how much time younger people spend with radio, including whether they use it at all. As recently as 2016, persons 18-34 were just as likely to listen to the radio at least once a week as any other demographic group, 91%.
Research published this year by Westwood One says persons 18-34 using radio is down to 82%, and 85% for 18-49. Radio Industry News, Radio Show Prep, Radio Promotions, Radio Station Data, Podcast News
A separate study from Edison Research this spring found that half of all audio listening hours by persons 13-34 are to subscription content: Radio Industry News, Radio Show Prep, Radio Promotions, Radio Station Data, Podcast News
Looks unsustainable. I wonder how long it will be before station values collapse when Advertisers come to this realization and the bubble bursts. They deserve it for not innovating and giving people a unique reason to come back to FM radio.
Just want to point out that a lot of streamers are very hostile to advertising in general, and therefore they pay for services that don't have advertising. That means the ONLY way advertisers can reach audiences who listen to music is through traditional radio, because so many of the other platforms are anti-advertising. Advertisers know what they're buying when they advertise on the radio. They get very detailed research on who listens. They also know they don't have access to Sirius music channels or other ad-free platforms.
It's still over 80% of all 18-34 people listen to radio. And the average time is around 6 hours a week.
This is not about radio programming. It is the increased availability of options, many being one-to-one custom playlists. Radio can't do that, so it has to offer something that is better than just "a bunch of songs". Some do it with sports talk, conversation, morning shows, mixes, and better curated playlists. But not all do it well... they never have. There was always the station that was "21st in a 20 station market".
But the polls cited have that demo off 6 to 9 percent in just 6 years. Project that pace ahead a few years and radio is in danger of "aging out" itself! Come to think of it, what makes you think the pace won't accelerate? And don't forget that, as people will transition from 18-34 to 35-54, they're going to bring their reduced radio usage with them, in time depressing usage in the older demo.
Or the new media has found its level, now-determined levels of use of streaming and ad-sponsored media.
But as they age. their interest in new music will wane, along with their extra time to create their own playlists. Then it becomes a decision of who gives them the songs they like in a cheap and easy way. We all know that the old days are long gone, and radio is not the only option. People don't plan their lives around the radio or around music. That is already factored into how stations are programmed.
At the same time, these companies are creating original content that isn't dependent on music. That content can be delivered across multiple platformed, and monetized in other ways. That is the future of radio and radio companies. We see it on this message board where a lot of older people are primarily interested in spoken word. Radio companies are perfectly positioned to present that.
There are a couple of people in this forum who constantly sugarcoat any negative point about radio's future and continue to quote statistics about radio listening by young people today that are frankly not believable.
You don't need to project ahead a few years to see radio is aging out. It's has already happened. As of today, WAXQ (Classic rock) is #1, WCBS-FM (Classic Hits) is #2 among the 18-34 demo.
Exactly. Most of those 18-34 year-olds might never turn on a radio in their life. PPM doesn't count their Spotify/Apple listening or that would be #1 instead. Their meters are just hearing stations with old music being played by 50-65+ year-olds in their vicinity. That's not going to last forever. When they're gone, then what?
You keep saying that without any documented evidence.
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