The MIW Annual Gender Analysis Study: Is There Growth?

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Slow, steady and even infinitesimal growth is still growth, right?


That’s the positive spin the Mentoring and Inspiring Women in Radio (MIW) Group is putting on its just-released findings from its annual MIW Gender Analysis Study — at least when it comes to the GM role.

MIW compiled and analyzed the number of women in radio broadcasting who are rising to the ranks of management.

Data for those in the GM position show 19.5% (some 2,189 stations) had women holding the GM position in 2019.

This compares to 19.05% in 2018.

That said, MIW says “this number continues to show consistent growth from 2004, when the percentage of female general managers was only 14.9%.”

In the top 100 markets, the number of women serving as GMs continues to run slightly higher than the national average and most importantly shows very positive growth year-over-year.  In 2019, 21.1% (744 stations) in these larger markets were managed by women, which compares to 19.2% in 2018.

Similarly, small percentage growth was seen in 2019 with respect to the number of women holding the position of Sales Manager.

The MIW report shows 33.1% (3,715 stations) employed a female sales manager in 2019, up a half a share point from 32.6% in 2018.

And, like with GMs, the top 100 markets saw bigger female-GM growth than in small markets. In these markets, some 34.77% (1,225 stations) had women serving as Sales Managers in 2019, rising from 32.97% in 2018.

The greatest challenge for women in radio continues to be in the area of Program Director.  But, there is growth — for the first time in 14 years.

MIW data show women currently in the PD chair at 11.62% (1,304) of radio stations. This is up from 10.6% of stations in 2018.

In the top 100 markets, the news is once again better, as female programmers represent 13.30% of the total number of Program Directors. This compares to 11.47% in 2018.

 


The MIW Gender Analysis Study began in 2000 and uses the same methodology as it did 20 years ago. The figures and percentages shown below represent the calendar year 2019 and are reflective of 11,225 AM and FM radio stations across America, using PrecisionTrak (formerly MStreet Publications) radio industry data as of December 31, 2019.

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