Teen Listening Down
October 17, 2006 at 9:58 AM (PT)
The NEW YORK TIMES reports that radio listening among teenagers has dropped off considerably. According to EDISON MEDIA RESEARCH Pres. LARRY ROSIN, two factors are involved. The first is the intense competition for media audience time that has developed in the last dozen years. In addition to Web surfing, cellphones, video games, movies, television and the chime of instant messages, portable music players and downloadable songs are vying for teenage ears.
The second, he said, is "radio’s unwillingness to target listeners in the 12-24 year old demographic. The overwhelming majority of stations target the 25-54 year old group, what is known in the industry as the ‘money demo.’"
Listening hours have dropped almost 21 percent for 18-24 year olds in the last 10 years, but they still listen for 18 hours in an average week, almost six hours more than their younger siblings.