1. The Public Radio Format Study Listening Patterns of Stations with Different Formats 1999-2004 Revised Edition December 2005

2. The charts in this presentation are excerpted from: The Public Radio Format Study: Listening Patterns of Stations with Different Formats 1999-2004 By Thomas J. Thomas and Theresa R. Clifford The study is available at http://www.srg.org/program/Format_Study.pdfhttp://www.srg.org/program/Format_Study.pdf Station Resource Group 6935 Laurel Ave., Takoma Park, MD 20912 301.270.2617 www.srg.orgwww.srg.org tthomas@srg.org tclifford@srg.orgtthomas@srg.orgtclifford@srg.org Copyright © 2005 Station Resource Group. All rights reserved.

3. About the study Stations classified by listener response to their service –Stations with 75% or more listener hours from one of public radio’s primary formats are classified as News, Classical, Jazz, or AAA –Stations with at least 25% listener hours from news and at least 25% listener hours from a primary music format are classified as News/Classical, News/Jazz, or News/AAA –Each format group has the same set of stations throughout the study

4. About the study 228 stations in the study News62 Classical40 Jazz22 AAA 4 News/Classical81 News/Jazz12 News/AAA 7 (Not all public stations are included. Reasons include not meeting format criteria, not having sufficient audience data, or changing their format during the study.)

5. Key findings With relentless news cycles and near abandonment of news by commercial radio, listening to news stations grew 55% from Spring 1999 to Fall 2004. While many have questioned the survival of the classical music format, classical stations have generated a steady performance for six years in a row – and some of the highest audience loyalty numbers in the field.

6. Key findings The small number of public radio AAA stations saw listening increase by nearly a third over the past six years. Jazz stations have the lowest average loyalty and lowest average time spent listening to their stations of public radio’s primary formats. Even so, jazz stations currently reach an average audience 6% larger than they did six years ago.

26. The Public Radio Format Study Listening Patterns of Stations with Different Formats 1999-2004 Revised Edition December 2005