Secondary or P2 listeners may provide some insight as to the format's ability to attract more audience. In order to perform better with People Meter measurement, more individual listeners (e.g.

The fact that the core audience for Alternative Rock radio is under-represented by Nielsen is at the core of the format's perceived problems.Ģ) If under-represented in the ratings, reported listening by core listeners to Alternative Rock radio is shaping an incomplete understanding of the available audience that is spending time with the format.ģ) Alternative Rock radio has at least two paths to consider: a) continue programming to the format's core or b) to perform better in Nielsen, reflect the music consumption tastes of those who are likely to be represented in such studies. P2 listeners are more likely to carry a people meter, but don't consume as much radio as primary listeners. P1 listeners - those that contribute the most listening - have a tendency not to participate in Nielsen studies. Based on four years of trending data we have seen the format in many cases is misaligned with actual music consumption by its potential audience.įollowing is what we have recently learned about the format:ġ) The rating system (Nielsen's PPM) that is industry currency for projecting radio audience is flawed when it comes to accurately representing Alternative Rock listeners. On-demand streaming data has rapidly grown into a key research tool for media this year and Alternative Rock Radio is a beneficiary of the insight we are gaining through this data.

Part of the mix of research includes on-demand streaming data which we provide weekly to Alternative Rock programmers. While there are exceptions - stations that are super serving the Alternative Rock fans - many programmers and management think the format can achieve greater ratings and revenue.īased on these conversations, a heightened state of alert is called for: DEFCON 3!īridge Ratings provides research data to traditional radio including Alternative Rock stations. Many I've spoken to in recent weeks have been concerned about the format's future. There seems to be consternation at both the corporate and programming levels of Alternative Rock Radio as to the current state of the format - a radio format that historically has been known for its forward-thinking approach to music.

Defcon ratings