Media Audit Looks At Public Radio Listening, Websites
July 12, 2013 at 4:54 AM (PT)
The MEDIA AUDIT's latest study of public radio listening puts the UNIVERSITY OF MICHIGAN's noncommercial News-Talk WUOM/ANN ARBOR, MI atop the list for 7-day cume listening among adults 18+, with a cume rating of 25.1, followed by KQED INC. noncommercial News-Talk KQED-F/SAN FRANCISCO in the SAN JOSE market at 18.8%, MINNESOTA PUBLIC RADIO noncommercial News-Talk KNOW/MINNEAPOLIS-ST. PAUL (17.7), MAINE PUBLIC BROADCASTING CORP. noncommercial Variety WMEA/PORTLAND, ME (17.3), and the UNIVERSITY OF NORTH CAROLINA noncommercial News-Talk WUNC/CHAPEL HILL in the RALEIGH-DURHAM market (16.9).
In the MEDIA AUDIT's National Radio Format Report, Public Radio ranks as the third highest reaching format, estimated at 22.5 million listeners in the 80 measured markets. The study says that an average of 64% of those who listened to a public radio station in the past week also listen to the station more than any other station in the market, making it third among all formats in converting cume listeners to "most often" listeners.
In local website ratings, OREGON PUBLIC BROADCASTING noncommercial KOBP-F/PORTLAND ranks first among public radio stations, reaching 21.8% of its market in a 30-day period, followed by BRIGHAM YOUNG UNIVERSITY noncommercial Classical KBYU/PROVO in the SALT LAKE CITY market, KQED in the SAN FRANCISCO market, KQED in the SAN JOSE market, and WMHT EDUCATIONAL COMMUNICATIONS noncommercial Classical WMHT-F/SCHENECTADY-ALBANY-TROY.
The report also looked at the demographics of typical public radio listeners, who, the MEDIA AUDIT says, are more likely to be wealthy consumers with active lifestyles: 67% more likely to earn $150,000 or more, 55% more likely to have liquid assets of more than $250,000, and 80% more likely to be a business owner. They also buy more foreign luxury vehicles, are more likely to stay 10 or more nights per year in hotels, and are more likely to be frequent air travelers.