Country's August PPM Analysis: Down A Tad From July, Off Year-To-Year

Country Numbers

Country radio was off slightly overall in three key demos during AUGUST according just-released PPM monthly results from NIELSEN AUDIO.

On a month-to-month basis, the dip was slight among persons 6+, with shares off 7.3-7.2 compared to JULY; however, the format drop is steeper on a year-to-year basis, when AUGUST '17 shares came in at 7.8. The story was similar with Country radio's core 25-54 target, which shifted 7.0-6.9 JULY to AUGUST, marking Country radio's lowest share in that demo all year and just its third sub-7.0 showing since the HOLIDAY '16 survey. Compared to AUGUST '17, 25-54s are down a half share (7.5-7.0). Among younger, 18-34 listeners, Country fell 8.8-8.4 compared to JULY, also the lowest share in this demo since HOLIDSAY '17. That said, 18-34s look relatively steady from AUGUST one year ago, when Country radio posted an overall 8.5 share in PPM markets.

Results from SEPTEMBER PPM monthlies are set to begin arriving from NIELSEN AUDIO on MONDAY, OCTOBER 1st.

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