September 30, 2022

Report Card Format: Classic, urban contemporary and adult hits are on the rise. | Story

Which radio formats showed growth in share of people aged 6+ from January to July 2022, year-over-year from July 2021 to July 2022, and year-to-date 2020 and/or 2021 to seven first months of 2022?

If you said classic hits, urban contemporary or adult hits, you’re right. And that’s not including nine other formats with positive growth stories to tell. Indoor RadioNielsen analysis of quarter hour average share data between Nielsen PPM markets for Monday through Sunday 6am to midnight, including average monthly AQH shares of each format to calculate January delivery to July in 2020, 2021 and 2022.

Looking at 6+ shares across all three January-July periods of 2020-2022, Classic Hits, Adult Hits, Urban Adult Contemporary, and Sports are the only four formats to show consistent year-to-year growth. the other, the top-earning sports, up 0.8 from Jan-July 2020. Also up from Jan-July 2020 are Adult Contemporary, Christian Contemporary, and Rhythm-AC, with Contemporary increase in January-July 2021.

News/talk and AC continue to place first and second overall, each with their own upward movement story to tell. While January-July share year over year is down, with monthly shares also down from the start of 2022, the format has had a better July this year than last year, in 0.3 up, not to mention the 0.2 up from June. – likely driven by a busy news cycle, including the Jan. 6 hearings, the reversal of Roe v. Wade and the aftermath of the shooting in Uvalde. Like the news/discussion, AC is also up 0.3 from July 2021, although it saw growth from January to July year over year.

While the country, ranked third overall, shows a gradual downward trend in share from 2020 to 2022, the format appears to be on its way back so far in 2022, with people aged 6 and over up 0.7 from January to July. The most impressive first-of-the-year-to-July gain was classic rock, up 0.9. Classic hits, adult hits, urban contemporary rock and alternative/modern rock are also on the rise from January to July. This Hill.

Besides News/Talk and AC, other formats from July to July are Classic Hits, Adult Hits, Classic Rock, Rhythm AC and Urban Contemporary, the latter of which achieved an impressive gain of 0.6 share.

Aside from formats showing negligible share gains or losses (as in 0.1 either way), two stand out for their steady downward trend: CHR, gradually losing share since 2020, from 0.6 to a still-respectable 5.0 6+ ranked seventh for 2022 to Date; and rhythmic-CHR, down 0.4 since 2020, although shares are basically flat for the year. For the rest of 2022, hits-based stations have their work cut out for them.


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