Format Scorecard: What’s Fueling Country’s Comeback?

Two-thirds of the way into 2025, there are clear growth trends at key formats, based on Inside Radio’s analysis of cross-market average quarter-hour share data in 45 of Nielsen's PPM markets (covering Monday-Sunday 6am-midnight).

Country, which saw year-over-year declines 2023-2024, is on the comeback trail, driven by younger listeners. From January to August 2025, persons 18-34 share is up 9% (6.7-7.3), while over that same period 6+ share gained 7% (5.7-6.1). That may be fueled by the number of country acts who have also had success at pop formats this year, such as Morgan Wallen (with a duet featuring pop star Tate McRae), Shaboozey, Bailey Zimmerman and Jelly Roll.

Urban contemporary saw across-the-board growth from January to August, up 15% for 6+ (2.6-3.0), 14% 18-34 (4.4-5.0), and 13% 25-54 (3.9-4.4). The format could be benefiting from listeners drifting from CHR to hear more from crossover acts, including Kendrick Lamar and SZA.

The format with the best across-the-board story continues to be contemporary Christian, which in addition to its steady share growth since 2022 saw a boost from last August to this, up 25% 6+ (3.2-4.0), 38% 18-34 (2.6-3.6), and 23% 25-54 (3.0-3.7).

While adult contemporary remains the top format for 18-34 and 25-54, and second to news/talk for 6+, there are areas of concern given downtrends for all three demos, where Jan.-to-Aug. shares are down 10% 6+ (8.2-7.4) and 11% 25-54 (8.1-7.2), while Aug.-to-Aug. share slipped 11% among 18-34s.

Are listeners growing weary of a steady stream of bad news? News/talk, while still up in all these demos vs. year-to-date 2024, is showing signs of decline in all three. Since January, shares are off 8% 6+ (10.7-9.8), 13% 18-34 (3.8-3.3), and 9% 25-54 (6.6-6.0).

CHR, once a format with a built-in annual ratings boost during summer months while kids were out of school, is not only seeing numbers go down in June-July-August, but also down from last summer. Compared to last August, the trends are -8% 6+ (4.9-4.5), -9% 18-34 (7.5-6.8), and -6% 25-54 (6.4-6.0).

One other notable trend suggests that baseball and pre-season football fans have more to cheer for this year. Sports station shares are up 19% 18-34 (2.7-3.2) and 13% 25-54 (4.0-4.5) vs. August 2024.