R.F. Burns said:
Again , when they are listening do they sneak off with their radios or do they listen with mom and when mom fills out that diary do you think that they aren't listening to Radio Disney? Kids might not be surveyed but few listen by themeselves. WQEW in NYC which covers the entire NY region has few listeners. Again, AM stations have tried to atttract a younger audience most notible is the Metal formated 1480, which also didn't make the NY ratings. Young people don't listen to AM radio in great numbers.
Maybe they listen on their handheld radio, or listen in their room. I certainly did plenty of radio listening that way.
By the way, music on AM doesn't work, especially a format like Metal, especially with young people. In fact, as a group we are often surprised when we hear music on AM (Radio Disney is an exception because it targets people at an age before they start to care about sound quality, before they start modifying their cars with high end stereo amps, etc.). But as a group we do listen to AM programming
that interests us as long as the limitations of the band don't make that programming sound bad (like live sports, sports talk, etc.). The reason we don't listen in great numbers is that most AM programming is geared toward 50+, so it's really not surprising.
Look at what's available in my market on AM:
7 Talk stations (I listen to one of them occasionally to rarely, usually on late weeknights to one talk show host, and during college football season because they have a contract to broadcast a local college football team's games)
3 Religious stations (don't listen at all)
3 Sports stations (listen very frequently to one, almost daily)
2 News stations (listen occasionally, mainly for traffic reports)
9 non-English stations (don't listen at all)
1 Adult Contemporary station (don't listen at all, especially since it's just a simulcast of an FM I can get)
1 Radio Disney station (don't listen at all, not in target age group)
Why do I only listen to the Sports stations frequently? Because they're the ones that have content I'm interested in!