Study: Listeners Still Love Terrestrial Radio
June 7, 2006 at 6:12 AM (PT)
Contrary to the myth that listeners are bailing from radio to Satellite, iPods, strolling minstrels, and other forms of entertainment in droves, a new study finds that 74% of all terrestrial radio listeners are satisfied with what they hear on the radio. Conducted by audio strategy firm HEAR2.0, the study finds that radio satisfaction is generally high across both genders and all age groups, even teens.
The highest satisfaction was among 34-44 year olds (78%) and 45-54 year olds (76%) followed closely by teens (75%) and 18-24 year olds (74%). 25-34 year olds recorded the lowest satisfaction with radio at 71%. From a format standpoint, Fans of Latin formats were the most satisfied at 85% followed by Country fans at 83% and 82% for CHR, Urban AC, and Gospel fans. Urban, Oldies, and Hot AC fan satisfaction followed closely behind at about 80%. Hard Rock and Jazz fans were somewhat less satisfied (71%), while Classical fans bring up the rear at 68% satisfaction.
HEAR2.0 EVP HARVE ALAN said, “Given that some media prognosticators claim radio is dead or dying, we were pleasantly surprised at just how strong radio is; even with the youngest age groups. With only one format falling below 70% satisfaction and despite ongoing challenges from new media the American public still loves their terrestrial radio. This research illustrates the power of radio to entertain, inform, and satisfy.”