Study: Adele Rules; 21 Pilots Tops With 15-24s
March 3, 2017

Adele is by far the most popular artist with listeners of hit-based formats Top 40 and Hot AC, according to the Burns/Strategic Solutions national study of women’s media and music behavior, with one in every four women naming her as one of their three favorite artists. The English star won every demo except 15-24s, where she was second to 21 Pilots.

“It’s a pop world,” commented Strategic EVP Hal Rood, “with Top 40 and Hot AC sharing the same top two music styles: current Pop, such as songs like Sia’s ‘Cheap Thrills’, and slightly more pop-rockish hits like Walk the Moon’s ‘Shut Up and Dance.” The study found that the appeal of EDM-flavored pop songs such as DJ Snake’s “You Know You Like It” varied widely between markets or regions, from a high score (3.9) in the New York, Chicago, Los Angeles, and Las Vegas combination to a much lower rating (3.4) in the combination of Dallas, Charlotte, Nashville, and Tampa. “We were also a little surprised by the appeal of 2000s-era gold with Top 40 listeners,” said Burns President and CEO Alan Burns, “which may underscore the general sense that current product wasn’t at its strongest in 2016.”

The study’s “Deep Dive into Top 40 and Hot AC” also found that fun and personalities play vital roles in both formats. “Not only are fun and entertaining personalities important to the two formats’ listeners generally, but they also attract heavier listeners and ratings cooperators, with the added bonus that they are radio’s best assets versus competing media,” said Burns VP Jeff Johnson.

The study surveyed 2000 women 15-54 who cume either Top 40 or Hot AC weekly. Presentation of the data series wraps up next week on Wednesday, March 8 at 2pm EST/11am PST with a Deep Dive into AC and Hot AC. You can register for the free webinar, or download slide decks and recordings of the first three webinars at www.burnsradio.com, or http://www.whatwomenwantstudy.com/.




 
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Nikki Nite,
VP of Prog. & Ops,
Entercom/Austin

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