NOT JUST A FAD
According to a January 1996 study done by Interep and Stratford Research*, the 70s are here to stay.
Over three-fourths of the 70s audience believes that the format is not a novelty, and also shows that listeners tend to like the classic rock
and adult contemporary cuts better than the disco and novelty records from that decade. Z100fm only plays the classics, no disco.
LISTENERS BELIEVE IT'S HERE TO STAY
In analyzing the viability of the 70s format, the study showed that 74% of both 35-44-year-olds and 45-54-year-olds say that they expect
the format to be around for a long time. Among those with a primary interest in 70s music, 100% say they would or do listen often.
Among all respondents, almost 1/2 of those in the 40-44 age cell said that they would or do listen "often" and 39% said "occasionally."
NO DISCERNIBLE DIFFERENCE IN FREQUENCY
OF REPORTED LISTENING BETWEEN MEN AND WOMEN
The study’s demographic profile of typical 70s music fans shows that the format reaches both men and women almost
equally. The split indicates 55% are male, and 45% female.
70'S MUSIC GIVES ADVERTISERS AN AUDIENCE THAT SPENDS MONEY
Among respondents of the study that were 18-54 years of age, the highest percentage of fans were 35-44,
followed by 25-34. 15% of 70s music fans have above-average household income.
LOYALTY THROUGH PASSION
The study shows that 70s music provokes strong emotional responses, especially among those who grew
up with the music. 83% of all respondents said that they both love and hate many songs from the 70s. The poorest response comes
from disco and novelty bands. Adult contemporary and rock-oriented 70s artists were strongly preferred.
OVER HALF THE SURVEY LISTENED "OFTEN"
Of the entire group who participated in the survey, 57% reported that they listen "often"
to the 70s classic rock artists, and 42% to oldies artists.