Friday, January 13, 2017

Formats with the Most Momentum Entering 2017: Questions to Ask As You Survey the Competitive Landscape

Towards the end of 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.  There are separate rankings for 6+, 18-34 and 25-54.

In 2016 News-Talk led in 6+ with CHR winning 18-34 and 25-54. Country and CHR were the only formats to rank in the top three in each demo.

Here are last year’s top three formats.

6+18-3425-54
News/TalkCHRCHR
CHRCountryCountry
ACHot ACAC

Breaking out the formats by demo, it’s tempting to cite the election as driving News/Talk’s position. However, while this year’s 6+ shares were notably higher, the format has been the top 6+ format in each of the last four years.

Of all formats that have been in the top 10 over this time, the format with the greatest 6+ growth since 2013 is Hot AC (+0.9) with Classic Rock a close second (+0.8) and Sports (+0.4).

6+2013201420152016
N/T9.38.88.99.6
CHR8.28.38.28.1
AC7.77.17.47.5
Country7.88.27.97.4
Hot AC5.56.26.76.4
Classic Hits5.35.25.35.3
Classic Rock4.34.75.25.1
Urban AC5.04.94.94.8
Sports4.34.44.74.7
Urban Contemp3.53.7
Mex Regional3.93.73.7

Among 18-34s, Urban Contemporary saw the largest growth since 2013 (+1.3) and has added shares each year. Hot AC also had strong growth 18-34 (+1.2) followed by Classic Rock (+0.9).

18-342013201420152016
CHR12.412.312.412.2
Country9.19.89.18.6
Hot AC6.17.17.67.3
Urban Contemp5.35.86.56.6
AC6.35.96.46.5
Rhythmic CHR7.36.75.85.1
Alt5555
Mex Regional5.65.24.65
Classic Rock3.63.94.54.5
NT3.73.53.64.1

Among 25-54s, Hot AC is the growth leader (+0.9) with Classic Rock next (0.7) and Sports third (+0.4).

25-542013201420152016
CHR8.7998.8
Country7.587.87.3
AC7.56.97.27.1
Hot AC6.16.87.27.0
NT6.86.26.26.9
Classic Rock4.75.35.75.4
Sports4.955.25.3
Classic Hits4.64.54.54.7
Urban AC6.14.84.84.6
Mex Regional4.74.64.14.5

Over the four year period, Hot AC and Classic Rock were the two formats registering the largest gains in all demos.

Across the same time period, Country was off half a share or less in each demo (-0.4, -0.5 and -0.2). However the declines since the format’s highs in 2014 are steeper: -0.8, -0.8 and -0.7.

Shares differ in the diary universe. This trended 12+ format information is available only to diary subscribers via Nielsen’s Audio Today Appendix.

Regardless of the methodology, these questions are worth considering as we start a New Year:
  1. What are the major trends in my market (station trends, demo shifts, market AQH, etc.)?
  2. What are key factors driving these trends for my format as well as my competitors’?
  3. What should my station’s responses be to each of these factors?

As we start the New Year, a quick look back can be a useful tool in moving forward.

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