Advertisers who want to reach families with kids at home may wish to consider adding their spots to contemporary Christian radio.
That’s one of the implications of a study by The Media Audit, which found that families with kids at home tend to listen to different kinds of radio formats.
The report highlights the top formats listened to by households that have children living at home compared to those that do not. Among formats with the highest percentage of 25–54 listeners with children at home, contemporary Christian radio ranks the highest at 70.1%.
That format is not the most popular format for adults in that age group overall; in fact, it is 16th out of 30. But contemporary Christian is the most efficient in reaching 25–54 adults with kids at home; CHR ranks second, dance CHR is third, followed by hot AC and country.
Among formats with the highest concentration of listeners who do not have kids at home, jazz radio ranks highest, followed by public radio, oldies, smooth jazz and adult alternative.
The authors point out that these results differ from the list of radio formats with the greatest overall reach; those are country, CHR, news/talk, classic rock and public radio.
“While these stations have the highest reach among 25–54 adults, understanding the percent that have children living at home vs. the percent that do not can have implications as to how these consumers will spend their time and money. And as a result, this can further impact advertiser return on investment.”