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Digital streaming stations show a dramatic increase in the concentration of advertisers’ most coveted demographic: Adults 25-54. The opt-in study, conducted by Ando Media earlier this year, had an incredibly high 47.9% opt-in rate. Formats seeing a more than 20-point gain include Urban Adult Contemporary, Classic Hits, Adult Contemporary, Country, Urban Contemporary, News/Talk and Oldies.
“The big news here is that our digital listening audience is highly concentrated with 25-54 year olds”
| Percentage of Adults 25-54 | AM/FM (Arbitron) |
Digital Streaming (Ando) |
Gain | |||
| R&B – Urban Adult Contemporary | 61.9% | 86.2% | 24.3 points | |||
| Hot AC | 66.4 | 85.9 | 19.5 | |||
| Classic Rock | 71.8 | 84.3 | 12.5 | |||
| Sports | 65 | 83.5 | 18.5 | |||
| Classic Hits | 56.2 | 82.5 | 26.3 | |||
| Alternative | 62.8 | 78.5 | 15.7 | |||
| Adult Contemporary | 56.7 | 77.3 | 20.6 | |||
| Country | 51.3 | 76.4 | 25.1 | |||
| Urban Contemporary | 51.9 | 72.6 | 20.9 | |||
| Talk / Personality | 51.7 | 71.3 | 19.6 | |||
| News/Talk | 40.2 | 71 | 30.8 | |||
| Oldies | 43.1 | 66.1 | 23 | |||
| Pop Contemporary Hit Radio | 52.1 | 64.3 | 12.2 | |||
| Rhythmic Contemporary Hit Radio | 46.3 | 61.8 | 15.5 |
Sources: Arbitron “Radio Today: How America Listens to Radio 2009”; Ando Media
“The big news here is that our digital listening audience is highly concentrated with 25-54 year olds,” said Evan Harrison, executive vice president of Clear Channel Radio and president of the company’s digital unit. “We can now share with our ad partners the quality of our audience as well as the quantity in real-time, which adds up to 15% to our terrestrial broadcasts.”
“The survey data indicates that Clear Channel’s digital platform attracts a coveted demographic,” said Paul Krasinski, executive vice president and chief operating officer of Ando Media.
Ando Media surveyed listeners clicking the “Listen Live” button on Clear Channel Radio Web sites. No user saw the survey more than once.
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