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Public Radio Classical Audience January 2017

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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 12+, Spring 2012 and 2016 Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM /diary data via Act 1 Systems. 26 staons, AQH Persons, P AQH Persons 100,000 120,000 140,000 160,000 180,000 200,000 20,000 40,000 60,000 80,000 audience in diary metro is considerably smaller audience Classical diary staons’ growth is less dramac and occurs only aer 2PM; the Hour Increasesoversince2016 Classical - MF 6a MF 7a MF 8a Spring 2012 MF 9a MF 10a MF 11a PPM MF 12n MF 1p PPM MF 2p Spring 2016 MF 3p MF 4p MF 5p haveStations seenHour-by- MF 6p MF 7p MF 8p MF 9p MF 10p MF 11p AQH Persons 100,000 120,000 140,000 160,000 180,000 200,000 20,000 40,000 60,000 80,000 - MF 6a MF 7a MF 8a Spring 2012 MF 9a MF 10a MF 11a Diary MF 12n MF 1p MF 2p Spring 2016 MF 3p MF 4p MF 5p MF 6p MF 7p MF 8p MF 9p MF 10p 3 MF 11p 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 Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM data via Act 1 Systems. 26 staons, AQH Persons, P 12+, Jan 2014-Dec 2016 4 Classical PPM Mon-Sun 6a-Midnight: Cume +11%; AQH +21% 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 Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM/diary data via Act 1 Systems. 26 staons, AQH Persons, P 12+, Spring 2012 -2016 5 Classical PPM Mon-Fri 6a-10a: Cume +11%; AQH +15% 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 Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM data via Act 1 Systems. 26 staons, AQH Persons, P 12+, Spring 2012 -2016 6 Classical PPM Mon-Fri 10a-3p: Cume +11%; AQH +16% 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 Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM /diary data via Act 1 Systems. 26 staons, AQH Persons, P 12+, Spring 2012 -2016 7 Classical PPM Mon-Fri 3p-7p: Cume +16%; AQH +35% 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 Source: © 2017. The Nielsen company. All rights reserved. Nielsen PPM data via Act 1 Systems. 26 staons, AQH Persons, P 12+, Spring 2012 -2016 8 Classical PPM Mon-Fri 7p-12m: Cume +10%; AQH +19% 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 Kme 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 Source: © 2017.
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