Classical Music Industry Trends
Classical Music Broadcast Universe
• 516 public radio stations broadcast some classical music programming weekly
Source: Arbitron –Audigraphics Fall 2002
• Approximately 340 of these stations air classical music as a significant portion of their broadcast week (at least one daypart consisting entirely of classical music)
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• Commercial classical station universe is shrinking
• Stations sold and format changed: New York (WNCN), Chicago (WNIB), San Francisco (KKHI), Philadelphia (WFLN), Denver (KVOD), Detroit (WQRS), Miami (WTMI), San Diego (KFSD).
• Other commercial stations now using to non-profit business models to ensure continuation of classical format: Seattle (KING), Cleveland (WCLV), Chicago (WFMT)
• Top 30 market public radio stations carrying classical music:
New York (WNYC)
Los Angeles (KUSC)
Philadelphia (WRTI)
Washington, DC (WETA)
Boston (WGBH)
Houston (KUHF)
Atlanta (WABE)
San Diego (KPBS)
Phoenix (KBAQ)
Minneapolis (KSJN)
Tampa (WUSF)
Baltimore (WBJC)
Denver (KVOD)
Pittsburgh (WQED)
Cleveland (WKSU)
Cincinnati (WGUC)
Sacramento (KXPR)
Portland (KBPS)
Kansas City (KCUR)
Approximately 10 million listeners tune in to classical music each week.
8.4 million listeners tune in to local classical music.
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3.1 million weekly listeners tune in to PRI classical programs each week
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Typical Public Radio Classical Music Listener
• Classical music listeners have exhibited consistent characteristics across the past several years. In general they are well educated, affluent and curious about the world around them.
Audience
• Classical music listeners have exhibited consistent characteristics across the past several years. In general they are well educated, affluent and curious about the world around them.
• 46 % men/54 % women
• 16% age 12-34
• 34% age 35-54
• 20% age 55-64
• 30% age 65+
Source: Audigraphics 2002, MRI Fall 2000 NPR Classical
Public radio listeners consistently exhibit these traits related to the target audience for classical programming:
• 66% college graduates (32% post graduates)
• 47% median household income $75,000+
• 67% married
• 35% have children at home
• 49% purchased compact discs or tapes in the last year
• 79% traveled domestically in the last year/37% internationally in the past three years
• 38% use internet
• 43% have investments
• 28% attended live theater in last year
Source: MRI Fall 2000 NPR Classical
PRI-Distributed Non-Orchestral Classical Programs
• Overall stable or growing carriage and audience
• Classical 24 – 285 stations and 2 million listeners
• From the Top – 248 stations and 660,000 weekly listeners
• Saint Paul Sunday – 220 stations and 420,000 weekly listeners
• Pipedreams – 179 stations and 267,000 weekly listeners
Potential for Classical Program Growth
From the Top’s initial carriage growth outpaced that of virtually all other PRI programs.
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Orchestra Broadcast Universe
16 Symphonies offer concert broadcasts to public radio system.
• MPR’s/PRI’s orchestra broadcasts are among the most carried symphonic programs.
• Orchestral series are used primarily in weeknight hours
• 7 PM to 10 PM – non-radio primetime
• Total number of public radio stations airing symphony broadcasts has diminished by approximately 100 stations in the last decade
• Orchestra broadcast station clearance is presently stable at approximately 150 stations
|Program/Orchestra |Distributor |
|Minnesota Orchestra |PRI |
|Saint Paul Chamber Orchestra |PRI |
|NPR Symphonycast |National Public Radio |
|San Francisco Symphony |WCLV/Seaway Productions |
|Pittsburgh Symphony |PRI |
|Cleveland Orchestra |WCLV/Seaway Productions |
|Berlin Philharmonic |WFMT Fine Arts Network |
|Detroit Symphony |WCLV/Seaway Productions |
|Concertgebouw Orchestra |WCLV/Seaway Productions |
|Deutche Welle Concert Hour |WFMT Fine Arts Network |
|Milwaukee Symphony |WCLV/Seaway Productions |
|Indianapolis Symphony |Classic Digial Inc. |
|Dallas Symphony |WCLV/Seaway Productions |
|Rotterdam Philharmonic |WCLV/Seaway Productions |
|Montreal Symphony |WFMT Fine Arts Network |
|New York Philharmonic* |WFMT Fine Arts Network |
* New York Philharmonic broadcasts once per month.
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