After years of declining or flat ratings, news/talk stations grew their overall share performance in 2016 for the first time in at least five years. A new report from Gabe Hobbs Media shows news/talk increased its total week AQH share in the crucial adults 25-54 demo from a 2.4 in 2015 to a 2.5 in 2016.
That performance is an about-face from the 2011-15 trend when the share tumbled 2.9-2.4. Looked at another way, more than half (55%) of news/talk stations boosted their 2016 ratings while 25% maintained their numbers and 20% were down. That’s a major turnaround from 2015 when 52% lost ratings ground and just one-third (33%) improved.
Conducted by
Gabe Hobbs Media using Nielsen data, the study tracks 122 news/talk stations in 44 of the top 50 markets in the 25-54 demo from Jan. 2011 through Dec. 2016.
Although the share increase was relatively modest, the number of AQH persons made a much bigger leap, up 14.5% year-over-year from a total of 2,600 to 3,000. All numbers quoted are for persons 25-54.
“The overwhelming majority of any ‘Trump Bump’ went to non-commercial radio,” Hobs says. Non-comm news/talkers leapt from a 2.5 AQH share in the money demo in 2015 to a 3.1 in 2016. Commercial FM news/talkers were flat at a 3.9 and commercial AM stations dipped 1.7-1.6.
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