- Posted by: Mike O'Malley
- Category: Audience Research, Country ratings
While the calendar officially marked the beginning fall last week, Country radio’s summer love affair is going to linger a bit longer.
While summer 2017 wasn’t the best summer the format has had recently – that was 2014 – Country still put together a combination of growth in 6-plus and some stability 25-54.
First, Country’s 6+ audience was up from last year by roughly 0.3 shares to halt a two summer-book slide. In addition to being up from last summer, in each of the three summer months of 2017, Country indexed at 98% or better of its 6+ shares since 2011.
Here’s how the 6+ audience has trended over June, July and August:
Meanwhile this summer’s 25-54 Country shares were within 0.1 of 2016 which suggest some stabilization. The previous two summers saw more significant drops. Overall, the format’s 2017 monthly index was roughly 97% of the format’s average since 2011.
Country also gets a head-start on summer, seeing a consistent jump 6+ and 25-54 from April to May to June. Since 2011 this increase has averaged roughly 0.3 for 6+ and 25-54. This year we saw a 0.3 share increase over last year in both 6+ and a 0.4 increase 25-54.
Another piece of news of good news for Country is that the summer bump lasts a bit longer. Since 2011, Country is generally flat-to-up August to September. This is true 6+ and especially 25-54.
So while summer may be gone, we have some good stories to take with us including an overall increase in the total 6+ audience, a leveling out of 25-54s, and an ‘extended summer’ that lingers into September.
And of course getting the jump on summer a month early – something to remember when we’re selling 2018 summer packages.
Feel free to pass these stories along or add your own.
Thanks to Jon Miller, VP, Audience Insights, Nielsen, for tracking Country’s PPM numbers and sharing them with A&O&B.