Bridge Ratings Study Update: Radio Audience Erosion Slowing
October 11, 2005 at 8:52 AM (PT)
BRIDGE RATINGS has updated its NOVEMBER 2004 Audience Attrition study tracking radio audience movement to other media, with the latest update bringing the study through SEPTEMBER 2005.
The new version shows audience erosion continuing to affect all demos (most pronounced in the 12-24 cell) but slowing in most demographics, with Adults 35-64, for example, showing a 13% increase in alternative media use (down from 16% in FEBRUARY), while traditional radio listening showed an increase from 70 to 75 quarter hours.
Audience erosion continuing to affect all demos ... but slowing in most demographics
Read more about the study by clicking here.