New research reveals for the first time ever the demographic differences in listeners who tune into radio shows on-air vs. those who catch them on-demand. Westwood One and Nielsen collaborated on a custom study to measure the audiences for local on-demand content from Cumulus Media stations and national on-demand content from Westwood One.
Using the Nielsen Total Audience measurement framework, the study compared on-demand listeners to over-the-air listeners for 75 shows covering news/talk, sports and entertainment.
Audiences for information-based on-demand shows—news/talk and sports programs—skew younger than those who listen over AM/FM radio. Half (49%) of all on-demand listening to these type shows comes from Millennials (18-34) or Gen X (35-54). The median age of news/talk on-demand listeners is eight years younger than the AM/FM audience, and the sports audience is seven years younger, the report finds. Younger listeners of information-based formats are arriving via on-demand programs and podcasts.