WEEKLY LISTENERS TO THE TOP 20 RATED NONCOM STATIONS DROP 6.5% IN LESS THAN A YEAR

According to data provided by Nielsen Audio, the number of estimated weekly listeners to the Top 20 noncommercial radio stations in PPM markets dropped 6.5% between the Fall quarter of 2018 and August 2019. 

Be aware that certain caveats apply to this comparison.

If taken at face value, the comparison means that fewer people were listening to these 20 stations combined in August 2019 than during Fall 2018.

Only two of the top 20 noncommercial stations gained weekly listeners during the period. The loss of weekly listeners to the 12 NPR News/Talk stations in the Top 20 was particularly startling. According to Nielsen, the number of weekly listeners to the 12 stations dropped 8% in less than a year.

Three public radio Classical music stations loss 14% of their estimated weekly listeners during the period. The sole Jazz music station in the Top 20, KKJZ in Los Angeles, had 8% fewer weekly listeners in August 2019.

The only major noncommercial format to gain weekly listeners was Christian Contemporary Music (CCM), up around 2% in August 2019 compared with Fall 2018. CCM’s gains were largely due to the large gains made by Educational Media Foundation’s KKLQ in LA. KKLQ added around 150,000 new listeners, up 21%.

The of estimated weekly listeners by several NPR News/Talk stations was severe. WNYC-FM, New York, lost 173,100 estimated weekly listeners, down 18% in the comparison. WAMU, Washington, DC lost more than 100,000 weekly listeners, a drop of 16%.

KUOW, Seattle, had the biggest percentage drop, down 20% in the comparison.

The 12 NPR News/Talk stations lost a combined total of 515,500 estimated weekly listeners, a drop of 8% between Fall 2018 and August 2019.

WQXR, New York, had the biggest losses of the three Classical music stations in the Top 20, loosing 175,600 estimated weekly listeners, a fall of 27% in the comparison.

The three Classical music stations in the Top 20 lost 256,200 weekly listeners in the comparison, a of 15%.

So, why is this happening? The quick answer is that fewer people, age 12+, were listening to the Top 20 stations in August 2019 compared to Fall 2018. This is important because it indicates that people are appatently changing their listening habits.  

To have more definitive answers, further research and analysis is needed.