Nearly Half Of Top 40 P1 Listeners Have Sampled Online Radio In The Past Week
Findings From New Arbitron/Edison Research Infinite Dial Study
April 25, 2013 at 12:18 PM (PT)
ARBITRON held a webinar TODAY (4/25) for clients, highlighting the Infinite Dial study of AM/FM format P1s. The study found that 47% of Top 40 format P1s have listened to Online Radio in the last week. The new data released TODAY for ARBITRON clients looks at radio format P1s from nine AM/FM Radio formats: AC, Top 40, Classic Rock/Classic Hits, Country, News/Talk/Sports, Public Radio, Religious, Rock and Urban.
Highlights of the study’s many findings include:
* Top 40 P1s have the highest Online Radio listening levels with 47% having listened in the last week. More than four in ten Public Radio, Rock and Urban P1s also listened to Online Radio in the last week.
* One in three Public Radio P1s have listened to audio podcasts in the past month
* Top 40 (75%), Rock (70%) and Urban (67%) P1s are the format P1s most likely to own a smartphone
* The vast majority of Top 40 P1s (82%) have a profile on any social network, with nearly half (45%) of these listeners using social media several times per day
* 8% of the population age 12+, an estimated 20 million, has signed up to receive email from the AM or FM radio station they listen to most; 20% of Rock P1s and 18% of Religious P1s have done so
"This representative and projectable study looks at how various format P1s use digital platforms, revealing that each format has a unique digital profile. Programmers and brand managers should consider these unique differences when formulating their digital strategies," said ARBITRON SVP/Marketing BILL ROSE.
"92% of the population has not signed up to receive emails from the broadcast radio station they listen to most. If broadcast radio programmers are making decisions based solely on their email databases alone, this will not give them the complete picture of the digital media usage and behaviors of all of their P1s," added EDISON VP/Strategy and Marketing TOM WEBSTER.