Alan Burns: Top 40 Listeners in 2011 -- Less Hip-Hop, More Pop

Today's Data

ALAN BURNS AND ASSOCIATES released its "Deep Dive Into Top 40" TODAY (8/4) as part of its national study of 2,025 female radio listeners nationally, and the results show that Hip Hop’s popularity has declined while Pop Rhythm continues to grow in popularity among the format’s fans.

"Among Top 40's entire cume," said CEO ALAN BURNS, "tastes are as Pop as they’ve been in a long time. Top 40 Pop and AC-crossover Pop are 1-2, with Hip Hop falling to the bottom. Hip Hop is still vital to Rhythmic Top 40, but it has slipped out of the top three styles among Top 40 P1s," said BURNS, "Pop Rhythm has moved up to number one. And AC-crossover Pop has replaced Hip Hop in the top three." The number two style this year was Top 40 Pop.

Pop Rhythm in the study was represented by songs like PITBULL's "Give Me Everything" and THE BLACK EYED PEAS' "Just Can’t Get Enough." Top 40 Pop consists of sounds like "ET" and "Edge Of Glory" by KATY PERRY and LADY GAGA, respectively. AC-crossover Pop examples include PINK's "Perfect" and "Rollin In The Deep" by ADELE.

BURNS' presentation also examined the differences between lighter and heavier listeners to the format. The data suggests that strong morning shows and other personalities are vital to cultivating listeners who are both heavy users of radio and deeply bonded to their P1 station.

Presented by DMR, TODAY's session is the third in a series of four free webinars. The final presentation, next THURSDAY (8/11) at 2p EDT, is a "Deep Dive Into AC." To register, click here.

ALL ACCESS readers helped shape the study, and ALAN BURNS will offer exclusive commentary on the Top 40 results TOMORROW (8/5) in NET NEWS.

Some Additional Notes

* Top 40's "Heavy/Deeps" are where the TSL is. These women are heavier users of radio who are strongly committed to their (Top 40) P1 station, give radio 45 minutes more TSL per day than all women, and an hour a day more than the average Top 40 P1.

* The Top 40 audience feels like it’s listening to more radio now than compared to a year or two ago.

* Most Top 40 listeners say they know what artist is playing on the air most of the time. But 1/3 can recognize the artist on only half or less than half of the songs.

* The more a woman listens to Top 40, the more likely she is to talk about and share music with her friends often.

* 15-24s spend as much time with FACEBOOK as with all of radio’s platforms: over the air, online, and via cell phones.

* Top 40 listeners are more rushed than most in the morning, typically giving herself an hour or less to get up and get out the door.

* Top 40 P1s are slightly more likely than other women to have a favorite morning show bit or feature, but that number is still below 50%.

* Prank phone calls were the most-named favorite morning feature among all listeners, but were head-and-shoulders above the rest with Top 40 P1s.

* Only 14% of Top 40 listeners say they would never enter a radio station contest, and their preferred method of entry was by texting the station.

* Only 7% of Top 40 listeners went out to a club in the past week. That number increases to 16% for Rhythmic Top 40's Heavy/Deeps.

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