News/Talk Continues Winning Streak: Here's How Your Brand Can Win Too
If you think News/Talk doesn’t resonate as much with listeners today, think again. With Americans consuming 11.2 billion more minutes of news in 2016 than 2015, it’s no wonder the format topped the rankings last year. In any election year, News/Talk can be expected to perform well, but as we all know, this was no ordinary cycle. With much to debate and constant breaking news, News/Talk stations have continued to hold their audience share well into 2017.
Breaking from the Norm
According to Nielsen’s Comparable Metrics Report, News/Talk not only ranked as the number one format 6+, but it also enjoyed the largest share increases among the top 10 radio formats in 2016. News/Talk topped CHR (which came in at 8.1%), growing from 8.9% in 2015 to 9.6%.
The format’s big story doesn’t end there as the effects of the election have lingered well into 2017 – while maintaining the attention of radio listeners. January saw the highest AQH share ever among Millennials (A18-34), peaking at 4.9% vs. 4% four years ago. The radio format remained the most-listened-to genre among all adults in February (10.5%) trailing only February 2011 (10.6%) as the largest share on record.
How much time listeners are spending with News/Talk is also on the up-and-up. 38 million listeners spent almost 5 hours each week engaging with the content – that’s 6 minutes more than the last political cycle in 2012.
For even more good news on news, check out Nielsen's just-released Q4 2016 Total Audience Report for a deep dive on how the medium has thrived across platforms.
So, should your brand be paying attention? News/Talk presents a personal one-on-one environment like no other. Left or right, progressive or balanced, listeners actively engage with their favorite station and the personalities they trust to deliver the facts they need. Staying in the know on politics may be important to them, but they are also tuning in for local news and the latest financial trends. They’re engaged, informed, and ready to take on the world.
ALM News/Talk Network
If you’re looking to connect with today’s educated adult professional, the ALM News/Talk Network is where your message can shine. Against the Top 10 Markets, our network over-delivers among A18-34 college grads and A18-34 making at least $75K per year. But what about the environment? Most importantly, our station lineup provides a safer environment for brands with no controversial talk.
The News/Talk Network delivers top markets and 96% US coverage on over 250 stations, including some of the most respected news stations in the country. This Monday-Sunday network features ROS inventory across high-profile stations with low duplication against other news networks.
Your brand should be part of the conversation! #AskAdLarge how News/Talk can help your brand win with efficient top market delivery and strong U.S. coverage.
Sources: Nielsen Comparable Metrics Report, 2016; Nielsen PPM data January 2017 and February 2017; Act 1 data 2017, Fall 2016 Nationwide