News/Talk has been revitalized by current politics and is breaking new ground with younger listeners, while Millennial audiences aren’t listening to the same formats they did as recently as just a year ago.
In a blog post, Nielsen took note News/Talk, which has dominated the headlines in radio for several months now. The trend continued in January 2017, as News/Talk posted its best numbers since November of 2012 and claimed a new record among listeners 18-to-34
In looking at News/Talk tune-in over the past seven years, the format has gained a full percent among Millennials, with the biggest jump happening between January 2016 and January 2017.
And as other recent commentary has pointed out, the reshaping of the news consumption landscape also affects other formats and genres. The first full survey month of 2017 also reveals norm breaks, particularly among Millennial audiences when Nielsen compared back to last year in the table above.
Given the rise in popularity of the News/Talk format among Millennials, other popular formats among this group of listeners lost share in January. Pop Contemporary Hit Radio, a leading format among Millennials, was off nearly a full share point, while Country continued to trend downward with younger audiences. Hot Adult Contemporary (AC) and Mexican Regional were also softer compared with January 2016, while Sports radio was flat
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