RRC Survey Examines Non-Comm Format Listening Trends
October 8, 2013
Radio Research Consortium (RRC) has released the results of a new study, examining ratings trends for Non-Comm formats. Looking at Arbitron (now Nielsen Audio) Spring ratings data from April-June 2013 in 30 PPM markets, RRC found that total radio listening to these formats was in a steady decline from Spring 2010 to Spring 2013. Listening done by college graduates also saw a steady decline during this time period.
For Triple A Non-Comm stations, Persons 12+ cume and AQH fell in Spring 2013, after three years of rising cume. AQH was down two years in a row. Listening by college graduates declined for the second straight year, in cume and AQH. Triple A P1s saw a sharp decline in cume and AQH in Spring 2013. P1 college grads listening to Non-Comm Triple A stations dropped off sharply in Spring 2013 as well, while AQH fell by almost half.
Looking at Non-Comm News/Talk stations, cume increased slightly in 2013, but AQH for Persons 12+ showed a slight decline. There was also an increase in college graduates tuning in to the format in Spring 2013, but overall AQH listening did drop slightly. Among P1s, AQH again fell while cume increased.
Non-Comm Religious stations have seen their cume and AQH increase over the past four years, while college grads listening to Religious stations dipped slightly, as AQH declined for this group too. The number of Religious P1s increased steadily over the four-year period, as AQH remained essentially flat.
Cume for Non-Comm Classical stations fell for three years in a row, while AQH for Persons 12+ was flat after two straight down years. AQH listening from Classical P1s saw a slight increase as cume continued to fall. Meanwhile, both cume and AQH for Jazz stations grew for the second year in a row, as P1 cume for Jazz stations saw a continuous increase. AQH fell slightly for Persons 12+.