Burns Study Says AC Audience Split Into Two Demographics
August 3, 2012
Yesterday, Alan Burns and Associates released the latest results from the company's third annual national study of female radio listeners, titled "Here She Comes 2012 - Insights into Women, Radio, and New Media." The study indicates there are now two audiences with very different music tastes within AC. One is 25-44 years old, the other 45+.
Burns says, "25-44s and 45+ like different music styles and eras that just don’t co-exist well on the same station. Top 40 crossover pop, and pop rhythmic hits, now look good all the way up to and including 40 to 44 year old women, but they fall apart around 45 and are replaced by preferences for 70s and 80s hits. Two years ago, that generational ‘fault line’ was closer to age 40, but now it’s closer to 45." Burns noted also that while '70s hits still look strong above age 45, they’re losing steam.
Burns and Associates concluded its release of data from its 2012 national study of women’s radio, music, and digital media behavior with yesterday’s "Deep Dive Into AC and Hot AC" webinar presented by Triton Digital.
The webinar also profiled the top images of Hot AC stations like KBIG, WTMX and KMXP, and Mainstream AC stalwarts like WLTW, WBEB and KOST. Burns noted the Hot AC stations lead with images for current hits and entertaining morning shows, while Mainstream AC’s strength was music quantity and winning the image for "best to listen to at work."
The study also showed that Hot AC P1s would give President Obama their vote in a landslide, while it’s a virtual dead heat between Obama and Romney among Mainstream AC fans. "Obama’s strength peaks at 25-34 and declines with age." said Burns, "while Romney’s hits it low point at 25-34 and increases with age."
Data from all four of the "Here She Comes 2012" presentations, as well as links to video of the webinars, is available at www.burnsradio.com.