A closer look at the most recent NLO data shows that this is correct. BNR realises a selectivity index as high as 144 in the Male, 20-34 YO target audience. Another interesting fact is that these men listen to BNR considerably longer than the average listener. On a weekly basis, the listening time of men aged 20-34 is well over 60% greater, a highly interesting fact for advertisers targeting this audience.

The attraction of BNR’s content for a relatively young target audience is not just visible in the NLO data alone. A Motivaction survey yields some more interesting insights:

• The group that listens to BNR programmes after the initial broadcast is young. Nearly 25% are 18-24 years old.
• Over 25% of BNR podcast listeners are 25-34 years old.
• More than 60% of all viewers of BNR content on YouTube are younger than 34.

We should note that the target audience encompassing men aged 20-34 has many interesting properties. For instance, an above-average number of individuals in this target audience have an HBO+ education and are part of the social class AB1. Over 50% work 36 hours per week or more, and about 1 in 7 is a decision-maker. Half of all men aged 20-34 state that they are interested in investment. And this target audience has an above-average interest in economic and financial topics, anyway.

Want to receive a personalised BNR proposition to achieve maximum reach in the target audience Male, 20-34 YO? Please contact us at salessupport@fdmediagroep.nl.

Sources: Adformatie.nl, NLO August-September 2022, Motivaction survey (Radio en Aandacht, 2021).