The UK has a new music radio station called Xfm and shock horror finds itself with a high percentage of over-45s listeners. Its audience is made up of 26% over-45s, ahead of Capital FM at 25% and only just behind Heart FM, at 28%. Sorry US readers but this is a very UK centric post.
Research by electronic ratings system GfK Media GB found that for radio audiences in London, Classic FM had the biggest percentage of over-45s listening at 69%, followed by LBC News, LBC and, in a tie for fourth place, Capital Gold and Jazz FM.
This is just a bit more evidence that radio is a very important media for older people. Other posts have seen a similar position in the US and Australia. Dick Stroud: www.20plus30.com
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