According to the study, the top 5 terrestrial formats based on audience growth through “Demographic Shift”:
- Country +24%
- News Talk +20%
- Urban +15%
- Spanish +14%
- CHR +3%
The formats projected to be the hardest hit by audience attrition through demographic shift: Oldies, Adult Contemporary, Classical, Rock and Adult Hits.
Although the Adult Hits, Adult Contemporary and Rock terrestrial formats will suffer audience declines, these formats are among those that will benefit from the migration of listenership to the internet.
The top 5 formats that will gain the most from “Internet Drift”:
- Rock +45%
- Adult Contemporary +38%
- Alternative +35%
- Adult Hits +30%
- Smooth Jazz +30%
Click here to see more on the Bridge Ratings study including “Youth Inclusive” and 2 other youth-oriented formats that tested most positively with 15-22 year olds.