Arbitron Finds Afternoons Are Now The Most Popular Daypart
June 21, 2012 at 12:00 PM (PT)
ARBITRON has found some changes in the way listeners use their favorite radio stations, with afternoon drive replacing middays as the most listened to daypart.
A presentation for MORNING SHOW BOOT CAMP by Dir./Programming Services JON MILLER found 69% of both 18-34's and 25-54's is a morning show's P1 audience. The 18-34 demo checks out their morning show 1.8 days per week, while the 25-54's tune in 2.2 days per week.
The older demos are more interested in talk segments, with 56% of 18-34's listening to stations that are talking more than half the hour. For 25-54's, it's 65%.
But perhaps the biggest surprise was that listeners in a 2008 survey, listed middays as their most listened to daypart. Now, PM Drive tops the list for both 18-34's and 25-54's. Middays are 2nd and mornings come in 3rd.