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Do You Hear What I Hear?

Do You Hear What I Hear?

As part of our monthly analysis for our PPM clients we track market listening. We break it down by the format, traditional age groupings, ethnicity, and gender. This is where things get interesting.

We have noticed a trend over the last year or so. In market after market we find that men spend more time with radio. The chart below compares Men 12+ listening to Women 12+ listening. Men 12+ beat out Women 12+ in every daypart.


That’s the what. But what’s the why? Could it be that many high AWTE formats like News/Talk and Sports are male skewing stations? Is it because the Nielsen panels somehow find heavier radio users among men (we doubt that one)? Or, is it simply because radio usage is a toned down battle of the sexes?

Regardless of the root causes, the fact remains that if you are targeting female listening – especially on the younger end – you are swimming in the shallower end of the pool.

If you need help analyzing your ratings, fill out the form below for more information about our services.

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