Arbitron & Edison Media Research Review Listening To New Adult Hits Radio Format
A review of listening patterns to Adult Hits stations reveals strong initial gains in cume, 25-54, according to analysis conducted by Arbitron and Edison Media Research.
The new analysis entitled “Adult Hits: An Early Look at the Numbers Driving Radio’s Newest Format,” examines Arbitron radio listening data for eight stations with the variety-based Adults Hits radio format, including several Jack-FM and “Bob” stations.
Three of the stations are number one in cume among persons 25-54, and three are in second place in their markets. Currently, many of the early Adult Hits stations have shorter time spent listening than average.
Other findings from the review:
• Stations with the Adult Hits format have a strong concentration of listening among persons 35-44 with more strength on the younger end of this age span.
• Adult Hits stations have a balanced audience composition among men and women that is not often found on stations with Pop- or Rock-based formats.
• Initial gains in ratings for Adult Hits stations appear to occur whether or not the stations emphasize air personalities.
• Adult Hits stations have their strongest audience in midday and afternoon drive.
• In-car and at-work listening for Adult Hits stations is above the norm.
