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News/Talk Reaches High PPM Levels in February
RADIO ONLINE | Monday, March 27, 2017 |
News/Talk listening again remained strong in February and has seen steady growth in the format's share across the board. And the latest results Nielsen reveal the highest-ever February PPM shares for the format for both Millennials 18-34 (4.7%) and persons 25-54 (7.9%). From a general audience standpoint (all listeners 6 and older) this month (10.5%) trails only February, 2011 (10.6%) for the largest February News/Talk share on record.
Nielsen's News/Talk format classification consists of both commercial News/Talk stations and public, non-commercial affiliates, and it can be revealing to break out the contributions and growth trends between the two types. Across the PPM markets there are 66 public, non-commercial stations, along with 205 commercial stations.
Commercial News/Talk stations have a significantly larger share of the overall audience and older listeners, while non-commercial stations score slightly better with younger, Millennial listeners. And when you compare the year-over-year growth of these two groups, those public stations are gaining ground faster than their commercial counterparts.
Beyond News/Talk radio, the top-rated format in the U.S., Country, also benefits from a long view of seven years' worth of format trends under PPM measurement. Recently, Nielsen profiled how Millennial audiences appear to be shifting this year compared to results of the past, and in February, the ratings firm saw the same story holding true with Country.
Over the past several years, Country has enjoyed both a hot streak in 2013 and 2014, as well as a prolonged cooling off in the years since. As we head deeper into 2017, the trends are ticking upwards once again for Country when comparing to a year ago.
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