What we can learn about classical radio audiences – who they are, why they listen, and how they listen – provides the foundation for Classical Music Rising’s audience growth initiatives.

Michael Barone (left) hosting WXXI’s Pipedreams Live Theater Organ concert at the Rochester Auditorium Theater.

State of Play

  • Slides from an overview of the classical public radio audience by SRG’s Tom Thomas and Terry Clifford, featuring audience analysis from Walrus Research.


Classical Station Trends

  • Multi-year tracking of the use and reach of classical music public radio, along with the listening behavior and demography of the audience. A constant set of stations across six years of data. Prepared by Walrus Research for SRG | Classical Music Rising.


The Value and Values of Classical Music Radio

  • Excerpts from SRG and PRPD Qualitative Research.


Public Radio Classical Audience

  • A report from NPR Audience Insights, comparing hour-by-hour listening in 2016 to 2012.


Coleman Insights Study on Classical Music Radio

  • Executive Summary for Radio Research Consortium (Feb 2014)
  • Recommendations from this key study include directing resources into external advertising to build classical station awareness, positioning the station as a source of relaxation and stress relief, and much more…


PPM Insights

  • Lessons learned from Nielsen Portable People Meter data and tips for PPM users – Scott Williams, Director of Research, KBAQ and KJZZ, Phoenix (Feb 2017)



Ten lessons learned from the Millennial Research Project

  • Research led by Jacobs Media and initiated by PRPD to help the public radio system better understand the opportunities and challenges presented by Millennials