Where, oh where have my listeners gone?
Part 13: Smooth Jazz/Jazz
In this look at an Arbitron study on the format migration habits of radio listeners, we will follow the whereabouts of straying P1s for various formats. Based on Fall 1999 12+ stats, Arbitron tracked P1s (primary listeners) for a total of 45 format classifications, showing where they went when they went they weren't tuned into their favorite.
Of the two formats listed here, Smooth Jazz is by far the easiest to find on the FM dial, at frequencies above 92 mHz, anyway. This format has become, to the minds of many, the Easy Listening format of the Boomer generation. It works as background music, so it works at the office, and as accompaniment to a wide range of activities at home.
Straight jazz - - which many would argue is America's own form of Classical music - - in general has a much harder edge and demands more of its listeners. It is also found in the noncommercial band for the most part - - very few commercial stations, if any, make an attempt to live off of this music full time.
When straying, fans of both groups spend a considerable amount of time with News-Talk outlets. There is a great deal of overlap in the musical destinations, as well, although the Smooth Jazz fans tend to head off for more centrist formats first, like AC, CHR and Oldies. Straight jazz fans pick Classical over all other music formats, and make room in their schedule for Alternative outlets.
Straight Jazzers will visit Smooth Jazz destinations, but the reverse is not true.
Note the strong Urban undercurrent on the Smooth Jazz side. This is a crossover format with significant support across racial lines.
Format % Listen TSL Share
Smooth Jazz 100.0 18:00 68.1
AC 21.7 4:00 3.3
CHR 16.4 4:00 2.5
News-Talk 16.2 4:30 2.7
Oldies 13.5 4:15 2.1
All News 13.1 4:45 2.4
Urban Contemp 11.4 5:15 2.2
Urban AC 10.0 5:30 2.1
Classical 7.9 4:30 1.3
Classic Rock 6.9 3:15 0.8
Rhythmic Oldies 6.8 4:00 1.1
Rock 6.5 4:15 1.1
Country 5.8 3:30 0.8
Religious 5.2 3:45 0.7
Source: Arbitron
Format % Listen TSL Share
Jazz 100.0 14:00 64.2
News-Talk 25.9 4:45 5.5
Classical 18.3 3:45 3.2
All News 13.1 3:45 2.3
AC 11.9 4:00 2.2
Smooth Jazz 10.7 3:30 1.8
Oldies 9.6 2:45 1.2
Adult Alternative 9.4 3:00 1.3
All Sports 8.3 3:30 1.3
Variety 8.2 4:00 1.5
CHR 8.1 3:30 1.3
Alternative 8.0 3:00 1.1
Urban AC 7.6 6:15 2.2
Rock 6.8 2:45 0.9
Rhythmic Oldies 6.4 3:45 1.1
Classic Rock 6.2 3:00 0.8
Source: Arbitron
