Business Owners - Radio Listening Behavior

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Radio Listening Behavior

While information specific to white men is not available in the public domain, there are sources indicating that in the United States, (a) men listen longer to the radio on weekends than on weekdays, (b) more men listen to the radio in the noon and afternoon time slots, and (c) men enjoy listening to country radio, pop contemporary hit radio, news/talk radio, classic rock radio, and sports radio. Given that the majority of men in the United States are white, it is likely that white men behave this same way too. All statistics provided below pertain to traditional radio.

WHEN MEN LISTEN TO TRADITIONAL RADIO

WHAT TRADITIONAL RADIO FORMATS MEN LISTEN TO

  • The top three radio formats men aged 18-49 listen to are country radio, pop contemporary hit radio, and news/talk radio. Men aged 18-49 account for 12.7% of country radio's audience, 8.4% of pop contemporary hit radio's audience, and 7.8% of news/talk radio's audience.
  • The top three radio formats men aged 25-54 listen to are country radio, news/talk radio, and classic rock radio. Men aged 25-54 account for 12.0% of country radio's audience, 9.8% of news/talk radio's audience, and 8.4% of classic rock radio's audience.
  • Men appear to enjoy listening to sports radio, as advertisers increasingly turn to sports radio to reach men. People who listen to sports radio are mostly men. For example, 71% of the audience of KFXX-AM, one of the leading sports radio stations in Portland, Oregon, is male, and 80% to 90% of the audience of ESPN Radio is male.

RESEARCH STRATEGY

In determining the traditional radio listening behaviors of white men in the United States, we employed a number of strategies. First, we checked if there are reports or articles that readily provide the information. We especially looked for surveys, as these types of behavior are often determined through surveys. However, after thoroughly searching for sources covering the radio consumption habits of white men, especially when they listen to the radio and what formats they listen to, we came to the conclusion that the radio listening behavior of white men in the country is not publicly available. We came across reports and details touching on radio consumption habits, including those published by Nielsen, Edison Research, the Pew Research Center, and the Radio Advertising Bureau, but none of these sources offer any information specific to white men. Most of the details in these sources were about Americans in general and the different generations (e.g., Millennials, Gen Xers, Boomers). There were a few about men but none about white men. Perhaps research groups that regularly study this subject do not find it necessary to break down survey results by combinations of race and gender.

Second, we looked for sources covering how marketers should advertise to white men on the radio, as these sources may contain insights about the best time of day and day of the week to advertise, and the best formats to advertise in. This strategy returned very limited information, however. The only relevant source we found through this strategy was an article published by The New York Times. According to this article, sports radio advertising is one effective way to reach men.

Third, we checked if it is safe to assume that the radio listening behavior of men is more or less the same as that of white men. We did this by determining the percentage of men in the country accounted for by white men. We figured that if most men are white, we could safely make the aforementioned assumption. Using the following data gathered from the United States Census Bureau's American Fact Finder, we learned that around 78% of men in the country are white.

White male adults: 116,462,079 - 6,699,768 - 6,767,580 - 7,286,179 - 4,382,362 = 95,708,552
Male adults: 122,729,360
White male adults / male adults: 95,708,552/122,729,360 x 100% = 78%

Considering the lack of information specific to white men and the fact that most men in the country are white, we decided the next best information to present is the traditional radio listening behavior of men.
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