Radio: Target Adults, See Gains

  • August 29, 2006
Radio formats targeting adults are maintaining or gaining audience share, while younger-skewing formats are showing declines, according to a Katz Media Group analysis of Arbitron data for the spring survey. The biggest audience gains were among Urban and Spanish-language stations, while Country remained the format share leader by a nearly 2 to 1 margin. Album Oriented Rock and Alternative/Modern Rock, which target young men, saw the biggest declines. Katz analyzed over 4,000 radio stations and nearly 50 formats in 296 Arbitron markets to produce the study.

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