Average Weekly Listeners (2001 – 2017)
WDET is reaching more listeners than it has in over a decade.
250000
200000
150000
100000
50000
0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
*Measurement system changed in 2008 from Diary to PPM methodology. 2004-2008 data is based on average summer diary ratings. 2001-2003 based on references in press releases, newsletters and reports from previous General Managers. Growth of 25-34 Audience
WDET’s most significant driver of audience growth in the last five years has been the 25-34 year old age demographic.
25-34 year olds currently make up nearly 20% of WDET’s total audience, up from an average of 5% in 2012. Share of Audience (Fall 2012 – Winter 2017) WDET’s share of the Metro Detroit audience has more than doubled in the last five years. (Share is reflection of how much time people in the market spend with WDET compared to other radio stations.)
1.6
1.4
1.2
1.0 Average Share = .85 0.8
0.6
0.4
0.2
0.0 FA 12 WI 13 SP 13 SU 13 FA 13 WI 14 SP 14 SU 14 FA 14 WI 15 SP 15 SU 15 FA 15 WI 16 SP 16 SU 16 FA 16 WI 17
*Fall 2012 data is shown to compare against previous election. News radio listening trends up during election years, but WDET’s audience growth began before the election and has continued in the new year. 25-54 Total Weekly Listeners (April 2016 – April 2017) WDET is reaching more 25-54 year olds in Detroit region than direct competitor WUOM 350,000
300,000
250,000
200,000 WWJ-AM WJR-AM 150,000 WDET-FM WUOM-FM 100,000
50,000
0 APR. MAY JUN. JUL. AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR. 2016 2016 2016 2016 2016 2016 2016 2016 2016 2017 2017 2017 2017
Station 13-Month Average % of Total Audience
WWJ 260,023 35.8% WJR 117,762 27.9% WUOM 80,508 43.4% WDET 95,238 50.8% Total Market 1,633,262 42.3%
*In 2012, WUOM was outperforming WDET. WJR & WWJ’s 25-54 audience decreased during the same time period. Weekly African American Audience (April 2016 – April 2017)
WDET is reaching more African American listeners in the Detroit region than WUOM and WJR.
140,000
120,000
100,000
80,000 WWJ-AM WJR-AM 60,000 WDET-FM 40,000 WUOM-FM 20,000
0 APR. MAY JUN. JUL. AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR. 2016 2016 2016 2016 2016 2016 2016 2016 2016 2017 2017 2017 2017
Station 13-Month Average % of Total Audience
WWJ 111,623 15.4%
WJR 22,854 5.3%
WUOM 16,692 8%
WDET 23,215 12.3% Total Market 870,900 22.4% Weekly 25-54 African American Audience (April 2016 – April 2017) WDET is reaching more African American listeners in the Detroit region than WUOM and WJR.
70,000
60,000
50,000
40,000 WWJ-AM WJR-AM 30,000 WDET-FM 20,000 WUOM 10,000
0 APR. MAY JUN. JUL. AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR. 2016 2016 2016 2016 2016 2016 2016 2016 2016 2017 2017 2017 2017
Station 13-Month Average % of Total Audience
WWJ 49,746 6.9% WJR 5,984 1.3% WUOM 6,961 3.7% WDET 10,807 5.8% Total Market 369,546 9.6% Audience Benchmarks: University-Licensed Stations in Michigan WDET and WUOM are the only major market public radio stations in the state that are licensed to a University. WDET’s regional audience is significantly larger than other university-licensed stations with the exception of WUOM which provides services across the state via a network of three stations.
Station Format Coverage Area & Audience Size
WDET News/Music – Adult Alternative Regional (Metro Detroit) Wayne State 190,000 weekly listeners
WUOM News Statewide University of Michigan Multiple Stations 500,000 weekly listeners
WEMU News/Music – Jazz/Classical Regional Eastern Michigan University 48,900 weekly listeners
WCMU News/Music – Jazz/Classical Central & Northern Michigan Central Michigan University Multiple Stations N/A Joint-Licensee – TV + Radio
WMUK News/Music – Jazz/Classical Regional Western Michigan University N/A
WKAR News/Music – Classical Regional Michigan State University Joint-Licensee – TV + Radio 60,000 weekly listeners