With hundreds of stations changing formats to Christmas music in November comes what can best be described as the Santa effect, an across-the-board ratings boost for formats most likely to make the switch. That explains why Inside Radio's monthly analysis of Nielsen's PPM cross-market average quarter-hour share data trends, covering Monday-Sunday 6am-midnight, brings good news for two of those formats: adult contemporary and contemporary Christian.
AC is the big winner, taking an enormous lead in December's measurement period among persons 6+ share as well as persons 18-34, 18-49, and 25-54, with double-digit delivery in all four demographics. The format has a 2.3-share-point advantage over news/talk in 6+, with wider leads in the other three segments: 6.1 and 6.2 points ahead of CHR among 18-34s and 18-49s respectively, and 5.6 in front of country in 25-54.
AC's growth from January to December is impressive across the board – up 3.2 share points in 6+ (8.5-11.7), 3.7 for 18-34 (9.0-12.7) and 18-49 (8.6-12.3), and 3.1 for 25-54s (8.5-11.6) – while also up year-over-year, up by half a share point from December 2022 among 18-34s and 25-54s, and nearly a share point (11.4-12.3) for 18-49s.
While contemporary Christian may not rank among the top 10 formats in each of the key demos above – although it does rank 10th 6+ – it's also grown across the board year-over-year, up 0.5-0.6 points across all demos except for 18-34, where it's gained a full share point (2.2-3.2) since last December. In that segment it's also up from January of this year (2.9-3.2).
Three other formats display notable growth, whether Jan.-Dec. or year-over-year. Urban AC makes respectable gains since January among 6+ and 18-34, while modern/alternative rock is up from last December for 6+ and 25-54, and adult hits the same for 18-34 and 25-54. Two Spanish formats, regional Mexican and contemporary, continue to show growth with 18-34s, the former up both ways (3.1-3.7 Jan.-Dec., and 3.4-3.7 Dec.-Dec.).
Comparing the past 12 Nielsen books of 2023 with those of each of the past two years for 6+, AC has also grown this way, having gained half a share point with steady gains (5.1-5.3-5.6). Also up from Jan.-Dec. 2021 are classic rock and sports, with country up from Jan.-Dec. 2022. While news/talk remains the top-rated format, it's seen steady declines, with a sharper drop in the past year (7.5-7.3-6.6).