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Rock Radio – Reaching an Influential Male Audience
By Andy Rainey
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Currently, rock programming airs on some 290 commercial stations in the U.S. -- a count actually up 9% over ten years ago – and reaches 10% of all adults 18 and older.
For accounts targeting an upscale, primarily male listenership, rock radio will deliver:
Sixty-one percent of Rock’s 18+ audience is Male, 39% Female.
Rock’s listeners are well distributed throughout the 18-54 demographics. Rock delivers 72% of its audience in the prime 25-54 age category; and impressively delivers 53% of its listeners in the 18-34 group and a strong 43% in the 35-54 sector.
40% of rock’s audience has household incomes in the $75K range, with 24% at the $100K level, reflecting a 69% full-time employment rate among listeners – with 26% classified as Professionals/Managers and 19% engaged in sales occupations. Just about half of the rock audience claims offspring under the age of 18 living at home, considerably increasing their discretionary spending power.
78% of rock listeners are reached in their vehicles, while they’re out on the road and near stores, restaurants, etc. Rock listeners are also 74% more likely than the adult population in general to tune in to radio at work; and are 71% more likely to have listened to radio online in the past month.
Sources: RadioBook 2008-2009; Mediamark Research and Intelligence LLC DoubleBase 2008
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