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 |
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.
