April PPM Analysis: Country Keeps Climbing, With Millennials Leading The Way

Millennials Help Surge

Country radio continued a slow but steady ratings climb during 2017 in the just-released APRIL PPM monthlies, heading towards what looks like its annual surge during the SUMMER months. NIELSEN AUDIO published its analysis of APRIL PPMs TODAY (5/22), noting specific growth so far in 2017 among Millennials. “Since JANUARY (7.9%), Country’s Millennial share has jumped by more than half a share-point, coming in at 8.6% this month (APRIL).” Among 18-34’s, Country is still down compared to APRIL of 2016 – but only by a tenth (8.7-8.6).  The format grew its 18-34 share from MARCH to APRIL, however, improving 8.4-8.6.

Additionally, NIELSEN shared tracking of overall Millennial radio listening dating back to 2012, which showed Country ranked #2 behind Top 40 that year, with 8.2%. Country, AC, News/Talk, and Classic Hits have all challenged Top 40 shares among Millennials during the past five years, with Top 40 dipping from 12.2% in 2012, to its current 11.7% as of APRIL 2017.

A further look at PPM results during APRIL shows Country up year-to-year (7.4-7.6), and flat from MARCH ’17 (7.6-7.6) with persons 6-plus, while overall 25-54 shares improved from MARCH ’17 (7.2-7.3), and remained flat compared to APRIL 2016.

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