Sat Channels Account For 3.4% Of Listening In Fall 06 Arbitron
February 27, 2007 at 6:21 AM (PT)
The sum of all listening to satellite channels mentioned by the half-million diary keepers in the ARBITRON FALL 2006 survey totaled 3.4% of credited quarter hours (rough equivalent of share), according to ARBITRON.
The FALL 2006 survey was the first in which new instructions were provided in the diary asking respondents to indicate their listening to satellite and Internet radio in addition to AM/FM radio. Respondents mentioned 297 separate satellite radio channels during the FALL 2006 survey. ARBITRON's recent analysis revealed that the highest share of quarter hours for an individual satellite radio channel was 0.2%. The average satellite radio channel had a .009% share of quarter hours, which would not be high enough to meet ARBITRON’s minimum reporting standards.
Approximately 5.6% (rough equivalent of reach) of the 468,786 diary keepers who participated in the FALL 2006 ARBITRON survey listed a satellite radio channel in their diary.