Will Audacy's Troubles Affect Cleveland?

[TheBigA]

Also remember, that a sizeable chunk of radio's traditional listenership -- people under 25 or maybe even 35

When was that radio's traditional listenership? Did people that age listen to beautiful music and MOR? I don't think so.

Radio has always targeted adults. How many people under 25 do you think listen to WMJI or WMCX? Kiss is the only station that targets under 35. And they're outside the Top 10 6+.

 

[davideduardo]

Also remember, that a sizeable chunk of radio's traditional listenership -- people under 25 or maybe even 35 --- don't seem to listen to the radio as much for music anymore. Maybe sports or talk but not music. Now, I am sure that there will be some statistical information -- possibly industry generated -- which might shoot down my belief, but no one that I know who is under 35 pays any attention to music radio on FM. Some in that age group that I know, don't even own a radio except in the car.

You are right as to listening times... they are way off compared to 20 years ago. But, averaging PPM markets, just over 80% of 18-24's use radio but for shorter periods of time.

They don't listen to radio for talk, either on AM or FM. They listen to talk-heavy morning shows, though, and that is a big portion of the 18-34 cume.

The 25-34 numbers are much better than 18-24. The 25 and over have more responsibilities; maybe a family and some kids, or a job that takes more time or some volunteer or sporting activities. And they either use preprogrammed streams or OTA radio for the ease in getting something likeable with little work.

Remember, OTA radio is generally streamed, so whether you have Alexa in the kitchen or can stream with the phone at work, you can hear your favorite stations anywhere... and streams are encoded and measured.

 

[davideduardo]

When was that radio's traditional listenership? Did people that age listen to beautiful music and MOR? I don't think so.

Radio has always targeted adults. How many people under 25 do you think listen to WMJI or WMCX? Kiss is the only station that targets under 35. And they're outside the Top 10 6+.

Hot AC targets 25-44. Urban AC goes for about 30-49 as core, and straight Urban is 18-34. Spanish CHR is 18-39, Regional Mexican is 25-44- 25-34 is part of the hugely wide country target of 25-54. There are plenty of stations targeting at least a large portion of their appeal at the under-35 group.

MOR pretty much died by the mid-70's save for a few like WOR and KMPC that endured due to very strong and very highly paid personalities and less emphasis on the music. MORs in smaller markets could not afford the talent, and could not sustain themselves with just traditional singers and songs.

But during its peak years, Beautiful Music got very significant 25-44 numbers and did at least into the early 80's. But, like Smooth Jazz, it aged poorly and lasted, in the Shulke / Marlon Taylor style, only about 20 years.