Oldies Insights – Winter 2003 (August 2003)
As documented in Coleman Insights' initial report on this subject, Oldies Insights - Winter 2002, America's Oldies stations having been moving in a more contemporary direction.  In an effort to maintain significant audience shares in the crucial Adults 25-54 demographic, most Oldies stations have virtually eliminated '50s music from their libraries and increasingly added songs released during the '70s.

Have these efforts had any appreciable impact for these stations?  If so, have they helped or hurt the performance of the Oldies format?

Oldies Insights - Winter 2003 reaches a clear conclusion: Newer music mixes are hurting Oldies stations' Arbitron performances.  Our report also covers other significant issues relating to the performance of Oldies stations, including the impact of different styles of Oldies music and the format's relationship with Hispanic-American listeners. 

Get your free copy
Copies of the Oldies Insights - Winter 2003 report are available at no charge.  Click here to get your copy. (Requires Adobe Acrobat Reader software)

Read the press release
Click here to read Coleman Insights' press release that accompanied the release of this report.  (Requires Adobe Acrobat Reader software)