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CC Radio streaming has highest concentration of 25-54 demo

10 December, 2009 05:08:00

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Clear Channel Radio announced that an exclusive study of listener demographics of the company’s digital streaming stations shows a dramatic increase in the concentration of advertisers’ most coveted demo: Adults 25-54. The opt-in study, conducted by Ando Media earlier this year, had a high 47.9% opt-in rate. Formats seeing a more than 20-point gain include Urban Adult Contemporary, Classic Hits, Adult Contemporary, Country, Urban Contemporary, News/Talk and Oldies.

Percentage of Adults 25-54	AM/FM (Arbitron)	Digital Streaming (Ando)	Gain
R&B - Urban Adult Contemporary	61.9%	86.2%	24.3 points
Hot AC	66.4	85.9	19.5
Classic Rock	71.8	84.3	12.5
Sports	65	83.5	18.5
Classic Hits	56.2	82.5	26.3
Alternative	62.8	78.5	15.7
Adult Contemporary	56.7	77.3	20.6
Country	51.3	76.4	25.1
Urban Contemporary	51.9	72.6	20.9
Talk / Personality	51.7	71.3	19.6
News/Talk	40.2	71	30.8
Oldies	43.1	66.1	23
Pop Contemporary Hit Radio	52.1	64.3	12.2
Rhythmic Contemporary Hit Radio	46.3	61.8	15.5

Sources: Arbitron “Radio Today: How America Listens to Radio 2009”; Ando Media

“The big news here is that our digital listening audience is highly concentrated with 25-54 year olds,” said Evan Harrison, EVP/Clear Channel Radio and president of the company’s digital unit. “We can now share with our ad partners the quality of our audience as well as the quantity in real-time, which adds up to 15% to our terrestrial broadcasts.”

Ando Media surveyed listeners clicking the “Listen Live” button on Clear Channel Radio Web sites. No user saw the survey more than once.

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