While the switch to all-Christmas music at mostly adult contemporary stations during Nielsen's December survey (Nov. 7-Dec. 4) tends to spoil growth trends for other formats at year's end, several have emerged stronger, according to Inside Radio’s monthly analysis of PPM cross-market average quarter-hour share data, covering Monday-to-Sunday 6am-midnight.
One such format is news/talk, which continues to be top-ranked based on persons 6+ share and has rebounded from year-ago lows across the board, even among younger listeners. From last to this year's December book, news/talk is up 17.0% for 25-54s (5.3-6.2), 15.6% among 18-49s (4.5-5.2), 9.1% for 18-34 (3.3-3.6), and 8.5% in 6+ (9.4-10.2).
After several years of downtrending, CHR seems to be finding its way back, having become a stronger second place in three of these four demographics. Comparing December 2023 to December 2024, the hits-based format is up 6.9% 25-54, 4.9% 18-49, 3.0% 18-34, and 4.5% 6+.
Except for the 18-34 demo, modern/alternative rock is also seeing key growth since December 2022, up 13.0% 6+, 11.4% 25-54, and 8.1% 18-49.
Taking the longer view, two formats have continued to grow in all these demos for 2024-to-date. Contemporary Christian has seen steady growth, comparing its share from January-to-December 2024 to the same period for 2022 and 2023, resulting in gains of 26.1% for 18-34s (2.3-2.8-2.9), 22.2% in 25-54 (2.7-3.1-3.3), 18.5% 18-49 (2.7-3.0-3.2), and 17.2% 6+ (2.9-3.2-3.4).
Urban AC has been another star performer, having gained across the board from Jan-Dec. 2022 to Jan.-Dec 2024, and from the 2023 to the 2024 December survey period.
AC remains the number-two format for 6+, and top-ranked among the other three demos, with steady year-over-year growth (8.4-8.6-8.9) making it a stronger number-one among 18-34s. Comparing Jan.-Dec. 2024 to that of 2023, however, shares have declined for 6+ (8.6-8.2), 18-49 (8.7-8.4), and 25-54 (8.6-8.0).
Specific to December's survey, with apologies to Wham!, so far, AC's numbers have fallen significantly since last Christmas, compared to across-the-board lifts year-over-year in December 2023's book. While this doesn't include activity from Dec. 5 forward for this year, it's still notable that shares are off by 17.2% 25-54 (11.6-9.6), 15.4% 6+ (11.7-9.9), 14.6% 18-49 (12.3-10.5), and 8.7% 18-34 (12.7-11.6).
Country is still the third-place format in all these demos, even as its shares are down across the board year-over-year. That translates to 9.0% declines for 18-49 and 25-54 (6.7-6.1 for both), a 7.9% dip 6+ (6.3-5.8), and a 7.8% decrease in 18-34 share (7.4-6.9).
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