Study Finds Adult Hit Stations Viable
June 29, 2006 at 2:42 PM (PT)
According to a new study by ARBITRON and EDISON MEDIA RESEARCH, nearly three years after the debut of Adult Hits, most radio stations that have adopted the format are still showing audience gains over what their previous programming delivered. At least of half of Adult Hits stations have also defied the conventional wisdom that the audience for any oldies-based format has nowhere to go but down after any initial peak in audience.
"Adult Hits 2006: Keeping Track Of Jack, Bob and Pals" is a follow-up study by ARBITRON and EDISON MEDIA RESEARCH to 2005’s "Adult Hits: Early Look at the Numbers Driving Radio’s Newest Format." The updated study looks at 38 Adult Hits stations that have been with the format for at least three quarterly ARBITRON ratings reports, including one station that switched to the format in late 2003.
Here's what the study found:
-- In terms of station performance since embracing the Adult Hits format, 15 were up among 25-54 year olds in the winter ’06 ratings, 22 were down and one was flat.
-- Of the 38 stations examined, 36 were measured against their previous format (two were launched on brand new frequencies). Of those 36, 28 had higher ratings among 25-54s in winter ’06 than in that station’s last book before changing format.
-- At least half have already rebounded from at least one decline in audience during a quarterly survey period -- a number that is only likely to increase as stations stay with the format during additional ARBITRON surveys.
-- Over 80% of listeners to Adult Hits stations are among adults age 25 to 54. However, only three stations -- BONNEVILLE's KPKX (THE PEAK)/PHOENIX and WARH (THE ARCH)/ST. LOUIS, and CITADEL KBBD (BOB FM)/SPOKANE -- were ranked number one in AQH for adults age 25-54 during the Winter 2006.
EDISON’s SEAN ROSS commented, "From the outset, some industry observers have expected the success of Adult Hits stations to be short-lived. But the music that people loved growing up doesn’t change for them. This study suggests that well-programmed, well-executed Adult Hits stations can be durable."