Nearly 17% of U.S. consumers age 18 and over listen to a local public radio station in a typical week, a figure that represents more than 24 million listeners across The Media Audit's 81 measured markets.
As a result, Public Radio ranks as the third highest reaching radio format in the U.S. among the more than fifty radio formats measured by The Media Audit. Furthermore, 64% of those who listened to a public radio station in the past week also reported that they listened to the same station more than any other station. Only two other radio formats rank higher in listener loyalty - Easy Listening and those who listen to Sirius/XM Satellite radio.
The same study reveals that while Public Radio is the third highest reaching format with adults 18 and over, it ranks number one with females age 18 and over, as well as those who are "Young with Money" and those with advanced degrees. Those who are deemed "Young with Money" are defined by The Media Audit as between the ages of 18 and 34, and earning more than $100,000 in household income.
In the retail and consumer segment, Public Radio also ranks number one among all radio formats in reaching first time home buyers, those planning to take a college course in the next twelve months, and in reaching young consumers between 18 and 34 years old who are already investing into retirement accounts such as CD's, IRA's and 401-K accounts.
The Media Audit's National Radio Format Report is a subscription available to both commercial and non-commercial radio stations, providing aggregated data from all of its local market surveys. Data is summarized by radio format and provides a high level analysis of how different radio formats perform with different consumer and demographic segments.
No comments:
Post a Comment