TR1992 said:AM is only for people over 50? Did you ever hear of sports talk? Have you ever looked at the 18-49's
for AM sports talk stations?
Yeah, and they are moving to FM as fast as they can... look at Detroit. Or a variety of other markets where new FM sports stations have come on, or where AM sports stations have moved to FM.
There are plenty of people in there 20's that listen to sports talk stations, and there is ratings evidence to back up my point.
And there is more evidence that such stations, when moved to FM, dramatically increase their ratings.
There are also quite a few people in their 20's that care about what is going on in the world, and will turn on a talk station and listen while driving, and use news or talk stations for traffic or weather reports on a daily basis. They don't care if it's AM or FM!
They care a lot. Look at the 25-54 of WIBC in Indianapolis, and AM that moved to FM. When on AM, not even top 10 in the sales demos. When it moved to FM, it jumped into the top 5.
Or KTAR in Phoenix. Same story.
Or KSL... bad 25-54 prior to beginning an FM simulcast and now leading the market.
There are dozens and dozens of examples. News talk, sports, even news, improves dramatically in 25-54 when moved to FM or add a simulcast.
WTOP, all news now #1 after moving to FM. KCBS, poor in 25-54, now top 2 or 3 in the demo with an FM simulcast.
Just to add this into the mix, I am not naive, I know a lot of people in their 20's don't listen to much radio these days, but, from what I've seen when they do, a lot of them are only listening to AM.
The ratings data shows, in most markets, the 18-34 share for AM is around 5%, sometimes less.