September 30, 2022

Format report card: adult hits, growth in urban contemporary programming at all levels. | Story

Are the 90s finally back? The steady growth in share of the adult hits format, which features a potent mix of rock and pop hits from the 80s, 90s and beyond, suggests that it does. It is the only format with gains of at least three tenths of a share point from January to August 2022, from August 2021 to August 2022 or from the year to date of 2020 to 2022, whether among the people aged 6 and over, 18-34, 18-49 or 25-54.

Indoor RadioNielsen’s monthly analysis of quarter-hour average share data between PPM markets for Monday-Sunday 6am-midnight – which includes the average monthly AQH shares of each format to calculate delivery from January to August in 2020, 2021 and 2022 – shows upward cross demographic trends for at least ten formats, including adult hits.

The only other format with an almost equally impressive growth story is Urban Contemporary, where shares are also up in all of these metrics, although its gains are limited to 2021-22 as shares have yet to reach the 2020 levels.

Comparing the first eight months of 2022 with the same period in 2020 and 2021, other formats up in the four demos reviewed include Classic Hits, Urban AC, Sports, Rhythm AC and Adult Contemporary, the latter with a gain of 0.9 shares. among 18-34 year olds two years ago. On the whole of the demos, the CHR and the CHR-rhythmic are in decline.

While this downward trend in year-over-year crossover demos is also true for the country, with a total loss of share points since January-August 2020 among 18-49 year olds, there is a silver lining in this cloud. Since January, shares are up for all demos, especially among 25-54 year olds where there is a 0.7 rise.

News/talk remains by far the market share leader for 6+, although the numbers continue to decline, with a 0.7 drop from January to August. The declines are more pronounced among 18-49 and 25-54 year olds, where the shares since January are down 0.9 and 1.0, respectively.

Two other formats that have stories to tell are classic rock and modern/alternative rock. The first is up both from January to August and from August to August in all areas, notably with a gain of 0.6 among 6+ since January, and the same since last August among 18-34 year olds . For modern/alternative rock, older listeners are driving growth, with shares since January up 0.8 among 18-49 year olds and 0.7 among 25-54 year olds, and half -point since last August for the two demos.

There are also a few demo-specific positive growth stories worth noting. Hot AC has been up respectably since January for 18-49 year olds and since January-August 2020 for 25-54 year olds, while adult alternative has been gaining year-to-date since 2020 and since last August among 18-year-olds. -34 years old.


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