The No. 1 format overall, in both Diary and non-Metro areas, Country reached more than 65 million listeners each week on more than 1,700 stations—the most outlets of any music format, not including 300 Classic Country stations. It also was the top format among most age groups (including a big lead with adults 25-54) and in most dayparts. Country enjoyed some of the longest time spent listening of all formats, and its listeners set a new high in college degree attainment in Fall 2010.
Other fascinating mega-trends in radio's overall usage:
Radio Is Increasingly Mobile…
Away-from-home listening has been growing in proportion to all listening in every weekday hour in recent years except between 5 AM and 9 AM; at-home’s share of radio in the 6AM-10 AM daypart was actually up in Fall 2010 compared to Fall 2008.
…Especially in Evenings
The major shift in recent years has been between 8 PM and 9PM, when in Fall 2010, the majority of tune-in occurred away from home; the reverse had been true in Fall 2008 and in earlier years. The 9 PM to 10 PM hour also has been steadily gravitating toward out-of-home. And combined with out-of-home gaining by proportion in earlier evening hours, for the first time the overall 7 PM to Midnight daypart in Fall 2010 saw the majority of radio listening occurring away from home.
…And on Weekends, Too…
Despite the smaller audiences compared to weekdays, radio’s average quarter-hour ratings away from home increased on weekends from 2 PM and 11 PM and again from 4 AM to 5 AM between Fall 2008 and Fall 2010. The majority of listening in the 10 AM hour shifted to away from home in Fall 2010 for the first time. As it is during weekdays, the 9PM hour is headed that way, as well.
…And Notably Among Teen Boys
Tune-in among teen boys is steadily shifting toward away-from-home listening, which could gain the lion’s share of tune-in by teen boys by the 2012 report.
Weekday Evening Listening Is Rising
Radio increased its listenership, particularly significantly during weekday evenings, when the medium scored higher Cume Ratings among men aged 18-64 and women 25-64. Radio also posted higher ratings in midday reach among men aged 25-64 and women 45-54, as well as on weekends with men 35-64 and women 45-54.