- 01/04/2018
- Posted by: Mike O'Malley
- Category: Nielsen ratings, radio programming, Radio Ratings
Each year, Nielsen releases its Top Audio Trends report which lists the 10 leading formats in terms of share for the past January through November in PPM markets. Trending the data suggest formats with the most momentum.
There are separate rankings for 6+, 18-34 and 25-54.
Before we got to the trends, here are Nielsen’s top three formats in each demo for 2017:
| 6+ | 18-34 | 25-54 |
| News/Talk | CHR | CHR |
| AC | Country | N/T |
| Country | AC | AC |
So what are the formats with the most momentum heading into 2018?
6+
News/Talk is certainly one of them. Looking at the five year trending for 6+, News/Talk had its third consecutive increase in 2017 to reach a five-year high of 9.9 – up 0.6 since 2013.
However of all formats that have been in the top 10 over this time, Classic Rock has had the greatest 6+ growth (+1.1). News/Talk (+0.6) and Hot AC (+0.4) were the next biggest gainers over the past five years.
On the other hand, formats with the biggest drops year to year were CHR, Hot AC and Sports (each format was down -0.5).
Looking back over the past five years, CHR shares dipped the most (-0.6).
| 6+ | 2013 | 2014 | 2015 | 2016 | 2017 |
| N/T | 9.3 | 8.8 | 8.9 | 9.6 | 9.9 |
| AC | 7.7 | 7.1 | 7.4 | 7.5 | 7.7 |
| Country | 7.8 | 8.2 | 7.9 | 7.4 | 7.6 |
| CHR | 8.2 | 8.3 | 8.2 | 8.1 | 7.6 |
| Hot AC | 5.5 | 6.2 | 6.7 | 6.4 | 5.9 |
| Classic Rock | 4.3 | 4.7 | 5.2 | 5.1 | 5.4 |
| Classic Hits | 5.3 | 5.2 | 5.3 | 5.3 | 5.3 |
| Urban AC | 5.0 | 4.9 | 4.9 | 4.8 | 4.8 |
| Sports | 4.3 | 4.4 | 4.7 | 4.7 | 4.3 |
| Urban Contemp. | 3.5 | 3.7 | 3.8 | ||
| Mex Regional | 3.9 | 3.7 | 3.7 |
18-34s
Among 18-34s, AC had the largest gain year-over-year (+0.7).
Taking a five year look at 18-34 trends, Urban Contemporary saw the largest growth (+1.5) and has added shares each year. Hot AC also had strong gains 18-34 (+0.9) followed by Classic Rock and N/T (+0.7).
The largest year-to-year losses were for CHR (-0.6) and Hot AC (-0.5).
The formats dropping the most shares since 2013 are Rhythmic CHR (-2.2), Regional Mexican (-1.0) and CHR (-0.8).
| 18-34 | 2013 | 2014 | 2015 | 2016 | 2017 |
| CHR | 12.4 | 12.3 | 12.4 | 12.2 | 11.6 |
| Country | 9.1 | 9.8 | 9.1 | 8.6 | 8.4 |
| AC | 6.3 | 5.9 | 6.4 | 6.5 | 7.2 |
| Hot AC | 6.1 | 7.1 | 7.6 | 7.3 | 6.8 |
| Urban Contemp | 5.3 | 5.8 | 6.5 | 6.6 | 6.8 |
| Rhythmic CHR | 7.3 | 6.7 | 5.8 | 5.1 | 5.1 |
| Alt | 5 | 5 | 5 | 5 | 4.9 |
| Mex Regional | 5.6 | 5.2 | 4.6 | 5 | 4.6 |
| NT | 3.7 | 3.5 | 3.6 | 4.1 | 4.4 |
| Classic Rock | 3.6 | 3.9 | 4.5 | 4.5 | 4.3 |
25-54s
Among 25-54s, N/T was the top year-over-year gainer (+0.5) with AC next (+0.3).
Compared to five years ago, Classic Rock grew the most (+0.8) with N/T and Hot AC next (+0.6).
Year-to-year, Sports had the largest dip (-0.6).
Over the five year period, Urban Contemporary lost the most shares (-1.5).
| 25-54 | 2013 | 2014 | 2015 | 2016 | 2017 |
| CHR | 8.7 | 9 | 9 | 8.8 | 8.5 |
| AC | 7.5 | 6.9 | 7.2 | 7.1 | 7.4 |
| NT | 6.8 | 6.2 | 6.2 | 6.9 | 7.4 |
| Country | 7.5 | 8 | 7.8 | 7.3 | 7.3 |
| Hot AC | 6.1 | 6.8 | 7.2 | 7.0 | 6.7 |
| Classic Rock | 4.7 | 5.3 | 5.7 | 5.4 | 5.5 |
| Classic Hits | 4.6 | 4.5 | 4.5 | 4.7 | 4.8 |
| Sports | 4.9 | 5 | 5.2 | 5.3 | 4.7 |
| Urban Contemp | 6.1 | 4.8 | 4.8 | 4.6 | 4.5 |
| Mex Regional | 4.7 | 4.6 | 4.1 | 4.5 | 4.5 |
| Urban AC | 4.5 |
Shares differ in the diary universe and that trended 12+ format information is available only to diary subscribers via Nielsen’s Audio Today Appendix.
Three Questions
But regardless of the methodology, these questions are worth considering as we start a New Year:
- What are the major trends in my market (station trends, demo shifts, market AQH, etc.)?
- What are key factors driving these trends for my format as well as my competitors’?
- What should my station’s responses be (if any) to each of these factors in order to achieve success?
It can be hard to see the total picture from the trenches, so it’s a good idea to climb out on a regular basis. Take as much in as you can and think as big as you can.
Now is as good a time as any I’m thinking.
Related:
Looking Back 5 years: How Country Has Fared Since the Boom
Committed to Doing Your Best Shows Ever in 2017? Then You’re to be T.O.A.S.T.E.D.
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