Urban Contemporary’s November Ratings Boom

Urban contemporary has been around for decades, but it’s never been as popular on the radio as it is right now.

The format, which blends rap and R&B, has been on the rise the past three years and recently hit a new milestone among young listeners.

During November, urban contemporary posted its highest-ever audience share in the portable people meter era among several demographics, according to Nielsen Audio.

Among listeners 18-34, it posted a 6.3 percent share, marking the first time it has ever risen above 6 percent of the total listening audience and up from a 5.9 in March.

Among 25-54s, it reached a 3.7 percent share, and with listeners ages 6 and up (6+), it posted a 3.3 percent share, also new highs.

The biggest growth has come among 18-34s, Millennials whose parents grew up on urban contemporary music.

Their listening share has increased by 37 percent since 2011, when urban contemporary’s share was just 4.6 percent.

The format is on pace to finish with its best year ever in the demo since PPMs were introduced.
Why the boom?

There are several reasons for it, certainly one of which is that there have been format changes in several markets that have increased the number of urban contemporary stations.

Several of these stations adopted classic hip-hop formats, focusing on music from older artists like Snoop Dogg instead of contemporary ones like Nicki Minaj.

But UC may also be stealing some share from rhythmic contemporary hit radio (CHR), which has seen declines throughout this year.

CHR is rhythmic top 40, dance music with an urban edge featuring artists like Jade and Usher.
The format has been losing popularity among 18-34s at the same time UC has been gaining, going from a 7.3 percent share three years ago to 6.1 percent last month.

In fact, CHR posted its lowest numbers ever in 6+ (3.1 percent), 18-34s and 25-54s (3.4 percent) during November.

Other interesting findings from Nielsen Audio’s November survey, based on 48 PPM markets:
News/talk was the top format among 6+, with a 9.2 percent share. Pop CHR (traditional top 40) was No. 1 in 18-34s (12.4 percent) and 25-54s (9 percent), with country ranking right behind.

And sports was huge in November, as it was in October, drawing all-time highs of 4.1 percent in 18-34s and a 6.0 in 25-54s. Sports wraps up its best fall ever in PPMs.