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When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 30, 2023, 12:17 pm

Hello everyone. I do not want to get deep into what I do that makes me a millionaire

but, I recently had the attention of 50 18 - 25 year olds and it was roughly = male/female, all graduated High School & were entering or were in College/Trade school. Of the 50, 39 were 18 - 21. I had the liberty to ask them a few questions. While this is not scientific nor a great sample base, it is indicative of the trend.

Do you know what AM radio is.

8/50 said yes - EIGHT.

How many of you 8 listen to AM radio once a week?:

0/50

How many of you listen one a month?:

0/50

How many of you know what FM radio is?:

41/50

How many of you listen to FM radio as your primary music source?:

0/50

How many of you listen to FM radio as a secondary source?:

21/50

How many of you 21 are exposed to it as a secondary source because someone forces you to listen to it? (ie: in the car, a store, friends house):

14/50

Why don't you listen to FM radio primarily? (The top answers were):

Commercials, Don't like the music, why listen to commercials when I can listen w/o commercials. (There was no discussion of DJ'S - obviously terrestrial has lost sight of this asset)

How many of you know what FM HD is?:

0/50

Finally, what is your primary source of music and entertainment?: (did not add to 50 as some answered more than once using more than one medium)

#1 - YouTube\YouTube music app
#2 - Spotify (Mostly because they are receiving a 5/month Spotify/Hulu school offer).
#3 - Trading music among friends via servers/links or trading audio/video files via phone
#4 - online/streaming
#5 - SXM (only 3 admitted listening to SXM. This might indicate that SXM is already aging old and *not* taking in younger listeners, or because you have to pay for it).

>> I had several students ask what "FM HD" is. I explained it. They asked me if they can receive it on their phones. When I said overall no, because of licensing fees it is mainly available in cars or home devices, sometimes a web stream, ALL lost interest. <<

Side note, it because obvious that group aka younger generation is not turned on by BIG screen TV's. They would rather watch on a phone and their attention span is much shorter. Movies and longer length items are reserved for their laptops.

Phone is the go to gadget for this group and the younger generation. I also believe it is their 3rd appendage.

Break it down, accept it or not as you see fit. Just an unscientific survey. But it correlates with younger formats being in the toilet.

Z

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by John from Wisconsin <iframe src='https://members.boardhost.com/chicagomediachat/info/user=John+from+Wisconsin' width='330' height='300' border=0 style='border:none;'> on March 30, 2023, 2:47 pm, in reply to "When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

This is an eye opener, in addition to other surveys, data we have seen.
Job well done, Z. You didn't have to do this, much less put into print, so I thank you!

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 30, 2023, 3:49 pm, in reply to "Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

My niece is 20. Her and her friends listen to radio mostly when they can’t connect their phone. She drives an older car. A lot of them do. She got a few CDs but otherwise listens to Hot AC stations.

My sister, who is 32 also listens mostly to Hot AC. Usually when the phone is not connected. She was frustrated with Star 102.3. They do like the morning personalities. When someone is fired, they ask me what happened.

They all could care less about radio beyond casual listening. Just normal people.

I take Lyft a lot. The drivers over 40 still use radio almost always. If it’s a male, The Drive is almost always on.

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by JJSPC1372 <iframe src='https://members.boardhost.com/chicagomediachat/info/user=JJSPC1372' width='330' height='300' border=0 style='border:none;'> on March 30, 2023, 4:49 pm, in reply to "When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

Very interesting Z. The only thing that really surprised me was about big screen TV's. Apparently that market is aging as well.

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by PattieO <iframe src='https://members.boardhost.com/chicagomediachat/info/user=PattieO' width='330' height='300' border=0 style='border:none;'> on March 31, 2023, 9:16 am, in reply to "When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

18-25 year olds used to listen to the radio in the evenings b96 and Kiss 1035 for example but now you are hard pressed to find any live and local peronalities on in the evenings. You need to do more than voice track the evenings, there needs to be interaction with the on-air personality.

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 31, 2023, 9:51 am, in reply to "Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

I listened to 103.5 at night when I was a teenager. That was must listen radio at times, a least until 2005. Very interactive.

Nowdays, teenagers, young adults are on their phones at night. They don't have a radio. Back then, we didn't have smartphones. We used boomboxes and stereos with CD players or portable CD players to listen to music. They usually had a radio.

Some smaller markets still have live night people. But it's usually an older audience listening in their car.

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by PattieO <iframe src='https://members.boardhost.com/chicagomediachat/info/user=PattieO' width='330' height='300' border=0 style='border:none;'> on March 31, 2023, 12:26 pm, in reply to "Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

How many music stations in Chicago still have a live local evening show?
Maria Palmer on Rock 955 , The DRIVE has Spencer , Xrt. Im sure I missed one but they are diwndling.

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 31, 2023, 2:08 pm, in reply to "Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

101.9, 97.1 and 100.3 do a far as I know

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by ABRockNJock <iframe src='https://members.boardhost.com/chicagomediachat/info/user=ABRockNJock' width='330' height='300' border=0 style='border:none;'> on March 31, 2023, 2:27 pm, in reply to "Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

Tim Spencer has been filling in at night on 97.1 FM The Drive as well as on weekends despite a very gravely voice. They were also utilizing a guy named Clay after 7P weeknights, but not over the last few days. With John "Byrd" Kempf just promoted to afternoons at The Drive, it's unclear if Spencer will take over full time at night let alone if WDRV will fill evenings and weekends with other talent to spin "Chicago's Classic Rock".

Maria Palmer does host weeknights at ROCK 95.5. At 93XRT, they've been utilizing Emma Mac & weekender Don Davis in nights, according to the station's schedule.

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by Raslin5 <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Raslin5' width='330' height='300' border=0 style='border:none;'> on April 7, 2023, 10:31 am, in reply to "When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

Z, would you grant me permission to share your information with a few members of my antique radio club?

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on April 7, 2023, 11:17 am, in reply to "Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

Raslin, that is fine. There is no information to target who the individuals are, so it is OK. Hope it helps. If the club has any comments, they are welcomed too!

Z

Re: When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio.....

Posted by PhilJSmith <iframe src='https://members.boardhost.com/chicagomediachat/info/user=PhilJSmith' width='330' height='300' border=0 style='border:none;'> on April 10, 2023, 10:59 pm, in reply to "When you get 50 18 - 25 year olds in a room and ask them about Chicago Radio....."

I didn’t notice this thread until now.

Spot on. This is exactly what I expect. Check my more recent post on “Cavanagh out / future of CHR”. which is my very informal observations, assisted by talking with some neighbors whose teens and young adults all listen to music that registers the most downloads today. Top 40, I guess you could say. The music they want can’t even be played in unmodified form on FM or SiriusXM. As for SXM it’s not even the cost that keeps them away, they’re finding ways to pay for ad-free or ad-reduced streaming to get exactly the music they want. They also want the personalization of their playlists that radio can’t offer.

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