The Media Audit: Top 40 Listeners Buy The Most Music
August 31, 2012
A new Radio Format study conducted by The Media Audit reveals that among the top 20 highest reaching radio formats, Dance CHR listeners are the biggest consumers of CDs and digital music downloads. According to the study, 42.8 percent of the format's weekly listeners frequently purchase CDs or download digital music. Among all U.S. consumers, only 27.7 percent frequently purchase CDs or digital music. That figure represents more than 41 million consumers across The Media Audit's 81 measured markets, the company says.
The report also shows that CHR ranked second in the study, with 42.4 percent of the format's weekly listeners frequently purchasing music. This is followed by listeners of R&B/Urban (39.2 percent), Hot AC (38.3 percent) and Rock (36.4 percent). Rounding out the top ten radio formats for consumers of CDs and digital downloads are listeners of Urban Adult Contemporary format (34.1 percent), Sports (33.2 percent), Public Radio (32.7 percent), Classic Rock (31.5 percent) and Adult Contemporary (30.4 percent).
Among those who frequently purchase music, 49 percent are female and 51 percent are male. Furthermore, 46.6 percent are between the ages of 25 and 44, while 67 percent are between the ages of 18 and 44 years, The Media Audit says.