{"id":972,"date":"2018-08-06T02:00:21","date_gmt":"2018-08-05T16:00:21","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=972"},"modified":"2018-08-01T15:01:11","modified_gmt":"2018-08-01T05:01:11","slug":"is-the-writing-on-the-wall-for-youth-formats","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/is-the-writing-on-the-wall-for-youth-formats\/","title":{"rendered":"Is The Writing On The Wall For Youth Formats?"},"content":{"rendered":"

In the 1960s US radio went through an explosion focused on the new and emerging teenage audiences – they were a new market, ready to buy and they had money, either theirs, or their parents.<\/p>\n

Over the following 60 years, radio has generally been developed and driven by music formats with younger appeal – the pop business survives on \u2018new and fresh\u2019 – even though some of the music may have its roots in old songs, adapted for a new generation.<\/p>\n

In the 21st Century, in developed markets there are three factors influencing changes in radio consumption:<\/p>\n

    \n
  1. Populations are getting older – the age \u2018bubble\u2019 moves as people are living longer with lower birth rates or parents waiting longer to have children.<\/li>\n
  2. Radio continues to attract a consistent number of listeners<\/em><\/strong> from a wide age-range but is gradually losing time spent listening<\/em><\/strong> as (mainly) younger listeners spend more time with other \u2018media\u2019 including gaming, music streaming and social media. However, radio still contributes substantially to streaming audio as these 2017 Australian results show:<\/li>\n<\/ol>\n

    \"\"<\/p>\n

    credit<\/a><\/p>\n

      \n
    1. Measuring radio listening becomes more difficult. \u2018Official\u2019 measurement continues to adapt and uses a range of methods to report listening – in some cases face to face interviews and listening \u2018diaries\u2019, and in other cases CATI phone interviews.<\/li>\n<\/ol>\n

       <\/p>\n

        \n
      1. In the UK personal diary placement and on-line recording listening,<\/li>\n
      2. In Germany CATI interviews to landlines – with around 10% of all calls to mobiles to try and capture listening habits of younger listeners and those who don\u2019t have a land line phone at home.<\/li>\n
      3. In Australia and New Zealand, diary placement is supplemented by up to 30% of the sample from on-line panels. Italy has recently increased mobile contacts to 30%+ .<\/li>\n<\/ol>\n

        \u00a0<\/strong><\/p>\n

        REPORTING results:<\/strong><\/p>\n

        Key listening measures are:<\/p>\n

          \n
        1. The number of listeners<\/strong> – cume<\/li>\n
        2. Listening \u2018volume\u2019<\/strong> based on the number of listeners in any given 15\/30\/60 minute period (depending on country) multiplied by \u2018time spent listening\u2019.<\/li>\n<\/ol>\n

          \"\"<\/p>\n

           <\/p>\n

          So, if younger (10-24) listeners are listening less AND<\/strong> their listening is harder to measure, their contribution to the overall radio landscape reduces at a faster rate than older listeners.<\/p>\n

          Current music trends show evolving music tastes that are sometimes driven by polarising music styles \u2013 for example, hard rock, urban and hip-hop music that attracts a highly passionate following but has little AC crossover appeal.<\/p>\n

          Successful contemporary and CHR formats need to deliver a broader range of listeners than may have been needed in the past, and AC radio needs to have a clear adult pop center.<\/p>\n

          Music formats targeting younger listeners need a strong entertainment message and personalities with adult appeal now more than ever. Failure to deliver risks a future of shrinking audience numbers together with reduced commercial appeal.<\/p>\n

           <\/p>\n","protected":false},"excerpt":{"rendered":"

          In the 1960s US radio went through an explosion focused on the new and emerging […]<\/p>\n","protected":false},"author":3,"featured_media":1015,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-972","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2018\/07\/wu-yi-679819-unsplash.jpg?fit=700%2C500","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/972","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=972"}],"version-history":[{"count":5,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/972\/revisions"}],"predecessor-version":[{"id":995,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/972\/revisions\/995"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/1015"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=972"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=972"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=972"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}