Here’s a look at what he’s seeing in the May data across 45
PPM markets for all listeners 6+, Adults 18-34, and Adults 25-54, during the
full week daypart:
Country Hits New Highs (Again): If this headline looks
strikingly similar to last month’s, that’s because it is. Country, which has
been setting one high-water mark after another in recent years, just topped
last month’s all-time high for listening share in PPM markets by doing it
again: jumping 3% in the 6+ and 25-54 demos and 9% with 18-34 listeners over
its April numbers. It also moved up a spot into third place for national 6+
listening and second place with Adults 25-54, passing AC in both cases.
Classic Rock Picks Up Younger Listeners: Speaking of setting
records, Classic Rock has now set its all-time high for PPM in two of the past
three months by hitting a 4.3 share (6+) in March and May of this year. But
when I dug into the data, I was surprised to see that it has been the 18-34
audience to the format that has really moved the needle. Since last summer,
Classic Rock’s 18-34 shares in PPM markets have increased nearly 20%!
Sports’ Batting Average Gets Better: Another full month of
Major League Baseball on the airwaves, as well as the run up to the hockey and
basketball playoffs, bumped the Sports format’s national batting average
another 5% overall as it hit a 4.3 share this May (6+), right on pace with last
season’s May results (4.4 share in 2012). Last month, we reported that the
format’s 25-54 shares jumped 7% from April to March, and they did so again this
month, climbing to a 4.9 share, which is the highest level for sports listening
since January’s NFL playoff-driven 5.3.
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