RAB Insights

RAB Research Archive

Millennials flip the dial to classic hits as the summer starts

When the weather heats up for summer, the sun also starts to shine brighter on Classic Hits radio, which has experienced the most listener growth over the past two summers. So it’s not surprising that the format is off to a strong start this year once again. While the audience share among persons 6 and older for this popular format was flat from April to May at a 5.4%, the 18-34 and 25-54 listener bases are growing. Classic Hits trended 3.6%-3.8%-3.9% among 18-34s and 4.7%-4.7%-4.8% among 25-54s since March 2016. The 3.9% share in May 2016 among 18-34 year-olds is the first time outside of the holidays that the format has reached this level among this listener group.

Source: Nielsen

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