Adult Contemporary ... And The Kids ... Are Driven By Mom
August 1, 2012 at 3:55 AM (PT)
According to data to be released this week by ALAN BURNS AND ASSOCIATES, two-thirds of all women who cume Mainstream or Hot AC have children -- and 70% of all the female quarter-hours to the format -- are generated by Moms.
"Nine out of 10 mothers spend at least 30 minutes a day in the car with their children," remarked CEO ALAN BURNS, "and nine out of 10 listen to radio with the kids in the car. So Mom's time in the car with the kids has a significant impact on her listening."
Who controls the choice of radio stations when it's Mom and the kids? The BURNS data says Mom is in charge: she alone chooses the station 53% of the time, and another 33% of the time it’s the station both she and the kids like.
Sixty percent of mothers report that they sometimes change stations so the kids won't hear bad language or lyrics. BURNS notes that "looking at that by P1s, the overall format for language-switching behavior is Rhythmic Top 40 P1s; within AC it’s Mainstream AC. One is the format with the most graphic lyrical content, the other is the format with the most conservative mothers."
More Moms will soon have Internet access in their cars. According to the BURNS study, 34% of women 25-54 say Internet features will factor into their next car purchase. Among women who already have and use in-car Internet access, radio looks strong. When asked what they listened to most in their cars, women with in-car access named in order:
* 56% Radio over the air
* 14% The online stream of a local radio station
* 7% A customized music stream
* 3% The online stream of a distant station
ALAN BURNS AND ASSOCIATES will present the rest of this year's data on Hot AC and AC listeners in a free webinar presented by TRITON DIGITAL this THURSDAY at 3:30p.
ALL ACCESS will carry exclusive commentary by BURNS on the study results each FRIDAY.