Bridge Ratings: Digital Media Options Affect Different Formats Differently
June 27, 2006 at 4:08 PM (PT)
According to the latest study by BRIDGE RATINGS, digital media options impact radio formats differently. Participants were asked if the time they spend with a particular activity caused them to listen to more, less or the same amount of terrestrial radio. When investigated by format, Rock and Top 40 listeners tend to spend more time with their MP3 players than they do with traditional radio, while P2P use by P1’s of Adult Hits and Alternative enhances their time spent with radio.
Explains BRIDGE RATINGS Pres. DAVE VAN DYKE, "We saw in this study that traditional radio listening benefits from some digital media alternatives. Peer-to-peer file trading, podcasting and MP3 player use can cause increased time spent listening to traditional radio depending on format, while satellite radio and Internet radio can cause reduced listening to conventional radio.
"What’s most interesting is that traditional radio can benefit from some of these competitive media. However, some individual formats are hurt more than others. Knowing which form of digital entertainment benefits your format can be a key to battling the new TSL issues the industry faces today."
Take a look at the formatic breakdown of the study by clicking here.