Nielsen: Millennials Turn To Classic Hits As Weather Heats Up
June 14, 2016 at 1:39 PM (PT)
MILLENIAL listeners are increasingly turning to the Classic Hits format, which has experienced themost listener growth over the past two summers, according to research conducted by NIELSEN here.
While the audience share among persons 6 and older for this format was flat from APRIL to MAY at 5.4%, the 18-34 and 25-54 listener bases are growing. Classic Hits trended 3.6%-3.8%-3.9% among 18-34s and 4.7%-4.7%-4.8% among 25-54s since MARCH. The 3.9% share for MAY among 18-34 year-olds is the first time outside of the holidays that the format has reached this level among this listener group. MILLENAISL are tuning into Classic Hits like never before.
The Alternative format is also warming up. This MAY, the listener share of adults 25-54 grew to 3.9%, which sets a new record. While Alternative is still the sixth-most popular format among MILLENIALS, the appeal of Alternative music appears to be spreading to the money demo of adults 25-54.
The All Sports format continued to surge into summer. Among persons 6+, the format jumped from a 4.5% share in APRIL to a 4.9% share in MAY. The share among 18-34 audience climbed from 3.2% in APRIL to 3.6% in MAY. The All Sports core demo of adults 25-54 moved up half a point to hit a 5.5% share in MAY, thanks to the basketball and hockey playoffs and the start of baseball.
News/Talk remains the most listened-to format in MAY for persons 6+ by Average Quarter Hour Share, with 9.3%, followed by Top 40 (8%), Country and AC (7/5%) and Hot AC (6.4%). For Adults 18-34, Top 40 rules with 12%, followed Country (8.8%), Hot AC (7.1%), AC (6.6%) and Urban (6/5%). For Adults 25-54, Top 40 is #1 (8.8%), followed by Country (7.4%), AC (7.1%), Hot AC (7%) and News/Talk (6.7%).