Katz releases Fall 2004 national format averages
The latest Katz Media Group Radio National Format Averages report for all Fall 2004 markets shows that News and Talk formats were the biggest winners this Fall, with total shares up 10% year-to-date. The overwhelming Presidential election coverage no doubt boosted listening this Fall. In addition, the announcement in October that Howard Stern would be joining satellite radio helped fuel listening on the younger formatted Talk stations. Interestingly, total shares this Fall are 7% higher than they were during the Fall 2000 election campaign, 27% higher than Fall 1996 and 11% higher than Fall 1992.
According to the study's author Lisa Chiljean, the Hispanic format will be the format to watch. "The Hispanic format was the second biggest winner this Fall, up 8% on a like-to-like basis since last year," said Chiljean. "Part of the growth has been fueled by traditional general market broadcasters who are now making a concerted effort to move into the Hispanic market. In just the past year, 44 stations in the database we use to create this report have made the switch to Hispanic - the biggest year-to-year jump in nearly 20 years. The changes in Spanish-language radio are so dynamic that we've decided to look more closely to all the factors contributing to the growth."
The country format remains on a positive up trend - as it has for the past couple of year. Current format shares are at the highest level since mid-2000. The overall popularity of the Country format remains strong as it has led the way as the number one format for more than a decade. This Fall, Country enjoys a 60% share advantage over the next closest competitor among Persons 12+ in the average market.
Average Market Format Shares
Persons 12+ Total (AM/FM)
| Fa '99 |
Sp '00 |
Fa '00 |
Sp '01 |
Fa '01 |
Sp '02 |
Fa '02 |
Sp '03 |
Fa '03 |
Sp '04 |
Fa '04 |
| 14.5 |
14.1 |
13.4 |
13.5 |
13.0 |
13.1 |
13.1 |
13.3 |
13.4 |
13.7 |
13.9
|
Additional highlights:
* Urban Inspirational plays music with an emphasis on positive, family themes. Songs are typically uplifting. No Rap or religious sermons are heard during the week. The audience skew is similar to that of an Urban Adult Contemporary.
* Rock formats have not fared well over the past few years. In general, the younger skewing formats - Alternative/Modern Rock and AOR - see the biggest share declines this Fall. The older formats - Classic Rock and Adult Alternative - while down overall, are flat year to date. Several factors could be contributing to this decline, including sub-par survey sampling among young men and a lack of good music product within the format. More alternative media and entertainment options that appeal to Rock's target demographic could also be playing a role. In just the last ten years there has been an enormous influx of new media choices, including better and more interesting video and computer games, widespread use of the Internet, online and satellite radio channels and digital music downloads. Any or all of these could be affecting share performance.
Are you reading this from a forwarded email?
