Newstalk 1130 WISN’s Jay Weber noted during his show Wednesday morning the Milwaukee station is seeing an influx of younger listeners, according to the latest Nielsen numbers.
While discussing Gutfeld on Fox News being the highest rated “late night” television show, beating the likes of Stephen Colbert, Jimmy Kimmel, and Jimmy Fallon, Weber described an uptick in younger, less-traditional talk radio demographics.
“We, here on WISN, have been doing better with younger and younger listeners, recently, and during this last book WISN was the top radio station among all demographics,” Weber said. “The so-called six-plus demo, that signifies six-year-old and older — which is an idiotic measurement — but it captures the 18-to-25 demo that, historically, talk radio and stations like WISN didn’t do so well with. But, for some reason, we’re having even those younger and younger listeners tuning in. It’s not just dad or grandpa’s radio station, anymore.
“And I don’t know if this is a larger talk radio trend, or whether this is a lasting trend, but it would stand to reason that if a larger chunk of today’s young people is coming right out of the box as more fiscally and socially conservative people than previous generations, it would stand to reason that we would see it reflected in the ratings and consumer profiles of stations like Fox News and WISN.”
Gutfeld won the ratings battle in the 25-54 demographic, averaging 397,000 viewers to Stephen Colbert’s 373,000.
“Folks, Gutfeld leading Kimmel, Colbert, etc… with young people? That’s an interesting trend,” Weber said. “Their shows are a nightly dose of liberalism. Gutfeld’s show is a nightly dose of conservatism. And look which one is winning out. Even with the younger demographics.”