• 25 Oct 2022

BNR Nieuwsradio: strong in the men aged 20-34 target audience

Every month, Evert Bronkhorst, Strategy Director for Abovo Media, discusses developments in the latest NLO data. In his Adformatie column dated 24 October, he spotlights the men aged 20-34 target audience:

There is a special mention for BNR Nieuwsradio, too. While NPO Radio1 has an old profile, the score for the category men aged 20-34 in particular stands out with high selectivity. It seems that BNR is able to attract the younger group with an interest in current affairs, news, and background information more convincingly.

BNR Nieuwsradio: strong in the men aged 20-34 target audience

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).