Public Radio Classical Audience January 2017

Background & Executive Summary

§ On behalf of the Classical Music Rising project Scott Williams approached NPR to assess what NPR Audience Insights has learned from classical music stations in PPM markets that might apply to all markets. § Using a Mon-Sun 6a-7p schedule, we identified 26 stations whose schedules consist at least 90% of classical music programming in PPM markets and 113 stations in diary metro markets.

§ Classical music stations in PPM markets… § comprise a larger percentage of listening § Have seen significant growth in listening since 2012; the growth spans from 6a to midnight § These stations have experienced double digit percentage growth in cume and AQH since Spring 2012 across each major daypart (morning, midday, afternoon and evenings) § In terms of percent growth, the largest increases occurred in the MF 3p-7p daypart: (cume 16% and AQH 35%)

§ Diary market stations … § Have not seen dramatic listening growth. We see a slight bump between 2p and 7p § Have experienced a similar growth in cume listeners, but AQH growth is considerably more modest, and has been flat in the morning daypart and nearly flat in the midday. § Time spent listening in PPM markets has grown over the past year, while it has declined in diary markets. That said, TSL is greater in diary markets, as one might expect using a diary methodology. § Percent of audience that is P1 has remained fairly consistent in PPM and diary markets § Listening to classical music stations in PPM and diary markets is growing in the 65+ demo. § I would be hesitant to draw any listening conclusions in diary markets, given the vastly different AQH measures. § Unlike news, classical music is able to sustain audience throughout the day.

2 Classical PPM Stations have seen Hour-by- Hour Increases over since 2016

Classical diary staons’ growth is less dramac and occurs only aer 2PM; the audience in diary metro is considerably smaller audience

PPM Diary

200,000 200,000

180,000 180,000

160,000 160,000

140,000 140,000

120,000 120,000

100,000 100,000

80,000 80,000 AQH Persons AQH Persons 60,000 60,000

40,000 40,000

20,000 20,000

- - MF 6a MF 7a MF 8a MF 9a MF 6a MF 7a MF 8a MF 9a MF 1p MF 2p MF 3p MF 4p MF 5p MF 6p MF 7p MF 8p MF 9p MF 1p MF 2p MF 3p MF 4p MF 5p MF 6p MF 7p MF 8p MF 9p MF 10a MF 11a MF 10a MF 11a MF 12n MF 10p MF 11p MF 12n MF 10p MF 11p

Spring 2012 Spring 2016 Spring 2012 Spring 2016

Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM /diary data via Act 1 Systems. 26 staons, AQH Persons, P 12+, Spring 2012 and 2016 3 Classical PPM Mon-Sun 6a-Midnight: Monthly Changes (no comparable Diary Analysis)

160,000 5,000,000

140,000 4,500,000

120,000 4,000,000 Cume 100,000 3,500,000 Persons 80,000 3,000,000

AQH Persons 60,000 2,500,000

40,000 2,000,000

20,000 1,500,000

- 1,000,000

AQH Cume

Classical Diary Mon-Sun 6a-Midnight: Cume increase similar; AQH less dramac: Cume +10%; AQH +3%

PPM Diary 140,000 5,000,000 140,000 5,000,000

4,500,000 4,500,000 120,000 120,000 4,000,000 4,000,000

100,000 3,500,000 100,000 3,500,000 Cume Cume

3,000,000 3,000,000 80,000 80,000 Persons Persons 2,500,000 2,500,000 60,000 60,000 2,000,000 2,000,000 AQH Persons AQH Persons

40,000 1,500,000 40,000 1,500,000 1,000,000 1,000,000 20,000 20,000 500,000 500,000

- - - - Spring Spring Spring Spring Spring Spring Spring Spring Spring Spring 2012 2013 2014 2015 2016 2012 2013 2014 2015 2016

AQH Cume AQH Cume

Classical Diary Mon-Fri 6a-10a. Cume increase similar; AQH less dramac. Cume +8%; AQH 0%

PPM Diary

160,000 2,000,000 160,000 2,000,000

1,800,000 1,800,000 140,000 140,000 1,600,000 1,600,000 120,000 120,000 1,400,000 1,400,000 Cume Cume 100,000 100,000 1,200,000 1,200,000 Persons Persons 80,000 1,000,000 80,000 1,000,000

800,000 800,000 AQH Persons 60,000 AQH Persons 60,000 600,000 600,000 40,000 40,000 400,000 400,000 20,000 20,000 200,000 200,000

- - - - Spring Spring Spring Spring Spring Spring Spring Spring Spring Spring 2012 2013 2014 2015 2016 2012 2013 2014 2015 2016

AQH Cume AQH Cume

Classical Diary Mon-Fri 10a-3p. Cume increase similar; AQH less dramac. Cume +10%; AQH +1% PPM Diary 180,000 2,500,000 180,000 2,500,000

160,000 160,000

2,000,000 2,000,000 140,000 140,000

120,000 120,000 Cume Cume 1,500,000 1,500,000 100,000 100,000 Persons Persons

80,000 80,000

AQH Persons 1,000,000 AQH Persons 1,000,000 60,000 60,000

40,000 40,000 500,000 500,000

20,000 20,000

- - - - Spring Spring Spring Spring Spring Spring Spring Spring Spring Spring 2012 2013 2014 2015 2016 2012 2013 2014 2015 2016

AQH Cume AQH Cume

Classical Diary Mon-Fri 3p-7p. Cume increase similar; AQH less dramac. Cume +13%; AQH +6% PPM Diary

180,000 2,500,000 180,000 2,500,000

160,000 160,000

2,000,000 2,000,000 140,000 140,000

120,000 120,000 Cume Cume 1,500,000 1,500,000 100,000 100,000 Persons Persons

80,000 80,000 1,000,000 1,000,000 AQH Persons AQH Persons 60,000 60,000

40,000 40,000 500,000 500,000

20,000 20,000

- - - - Spring Spring Spring Spring Spring Spring Spring Spring Spring Spring 2012 2013 2014 2015 2016 2012 2013 2014 2015 2016

AQH Cume AQH Cume

Classical Diary Mon-Fri 7p-12m. Cume increase similar; AQH less dramac .Cume +6%; AQH +2% PPM Diary

80,000 1,600,000 80,000 1,600,000

70,000 1,400,000 70,000 1,400,000

60,000 1,200,000 60,000 1,200,000 Cume 50,000 1,000,000 50,000 1,000,000 Cume Persons Persons 40,000 800,000 40,000 800,000 AQH Persons 30,000 600,000 AQH Persons 30,000 600,000

20,000 400,000 20,000 400,000

10,000 200,000 10,000 200,000

- - - - Spring Spring Spring Spring Spring Spring Spring Spring Spring Spring 2012 2013 2014 2015 2016 2012 2013 2014 2015 2016

AQH Cume AQH Cume

Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM data via Act 1 Systems. 26 staons, AQH Persons, P 12+, Spring 2012 -2016 9 Classical TSL in PPM markets has increased in the past year

Classical TSL in Diary markets has decreased but listening me is longer than in PPM markets, as would be expected in light of diary methodology. PPM Diary 9:45 9:45 9:15 9:15 8:30 8:45 8:00 8:00 7:15 7:30 6:45 6:45 6:15 6:30 6:30

3:15 3:15 3:15 3:15 3:30

Spring 2012 Spring 2013 Spring 2014 Spring 2015 Spring 2016 Spring 2012 Spring 2013 Spring 2014 Spring 2015 Spring 2016

TSL P1 TSL Overall TSL P1 TSL Overall

Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM/Diary data via Act 1 Systems. 26 staons, AQH Persons, P 12+, Spring 2016 10 Classical PPM and Diary: Percent P1 Audience fairly stable

PPM Diary 40% 40% 38% 38% 38% 28% 27% 28% 26% 26%

Spring 2012 Spring 2013 Spring 2014 Spring 2015 Spring 2016 Spring 2012 Spring 2013 Spring 2014 Spring 2015 Spring 2016 Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM data via Act 1 Systems. 26 staons, AQH Persons, P 12+, Spring 2016 11 Listeners to Classical PPM and Diary stations, growing among 65+

PPM Diary

57% 55% 52% 49%

20% 20% 19% 15% 12% AQH Persons Percent AQH Persons Percent 11% 11% 9% 9% 6% 7% 8% 6% 5% 6% 5% 2% 2% 3% 3% 4% 0% 1% 2%

T12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ T12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Spring 2012 Spring 2016 Spring 2012 Spring 2016

The sample PPM Staons City State Associated diary staons includes 26 KBAQ Phoenix AZ “flagship” KBYU Salt Lake City UT stations in KCNV Las Vegas NV metered KDFC San Francisco CA KOSC, KXSC markets (PPM) which KING Seale WA are analyzed KMFA Ausn TX separately. KPAC San Antonio TX KQAC Portland OR KQHR, KQOC There are 48 KSJN St Paul MN KRSU, KCRB, KBPR, KSJR, WSCD, KCMF, WMLS, WGRH, KCCM, KLSE, stations in KGAC, KQMN, WIRR, KRSW, KRSD, KLCD, KWRV diary KUSC Los Angeles CA KDB, KDSC, KESC, KPSC markets KVOD Denver CO KVOV, KPRU, KCFP associated KXPR Sacramento CA KXJS, KXSR with these WBJC Balmore MD PPM “flagships.” WCLV Cleveland OH These WCPE Raleigh NC WZPE,WBUX, WURI stations are WCRB Boston MA analyzed WDAV Charloe NC together with WETA Washington DC WGMS other diary WFCL Nashville TN market WGUC Cincinna OH stations on WHRO Norfolk VA WHRF, WHRJ the following WOSA Columbus OH WOSB, WOSE, WOSP,WOSV page. WQED Pisburgh PA WQEJ WQXR New York NY WQXW WRCJ Detroit MI WRTI Philadelphia PA WRTX, WRTQ, WRTJ, WRTL, WJAZ, WRTY 13 Stations in the study

There are 31 Diary Staons City State Associated diary staons “flagship KBSU Boise ID KBSM stations” in KCME Colorado Springs CO KMPZ diary KLRE Lile Rock AR markets, with KSUI Iowa City IA KHKE, KICJ, KICW, KICP, KICG, KICL an additional KUAT Tucson AZ 34 associated KUCO Oklahoma City OK KBCW, KCSC stations, also KUWY Laramie WY KZUW in diary KVNO Omaha NE markets. KWAX Eugene OR KWVZ, KWRX KWTU Tulsa OK These 65 WAUS Berrien Springs MI stations, WBNI Fort Wayne IN together with WCNH Concord NH the 48 WCNY Syracuse NY WJNY, WUNY WDPR Dayton OH WDPG stations WEMC Harrisonburg VA associated WFSQ Tallahassee FL WFSL with PPM WFYB Portland ME “flagships” on WIAA Interlochen MI WIAB, WICV the previous WIPR San Juan PR page, are the WKYL Richmond KY diary market WMHT Albany NY WRHV sample. WMNR Monroe CT WGRS, WGSK, WRXC WNED Buﬀalo NY WNJA WNIU Rockford IL WOXR Burlington VT WVTI, WVNK, WOXM, WVXM, WNCH, WVXR, WVTQ WSMC Chaanooga TN WSMR Sarasota FL WUOL Louisville KY WWFM West Windsor NJ WWCJ, WWNJ, WWPJ WXXI Rochester NY 14