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Ethnic Formats Gain, Country Stabilizes

Ethnic Formats Gain, Country Stabilizes

Highlights from the Katz Media Group’s latest study: Ethnic radio formats – black and Hispanic – continue to grow, now accounting for three of the top ten most popular formats. The number of stations in this report for the urban contemporary, urban A/C, rhythmic CHR and Hispanic formats increased from 407 to 561 in four years. The shares for these formats increased by an average of 20%.
Country remains the leader with a 13.1 share among persons 12+ , a 36% advantage over the next format. But, Katz wrote, “It remains to be seen whether this is an indication of an upturn for the format.”
NAC/smooth jazz and classical formats also are doing well. Audience shares of classical stations have more than doubled in 17 years, Katz found, “perhaps showing the influence of ‘mainstream’ broadcasters who have acquired many classical stations.”