Bridge Ratings: Current And Future Growth Formats
April 11, 2007 at 11:47 AM (PT)
BRIDGE RATINGS has completed a four-month study of radio listening habits among a sample of persons 12+. A portion of this 3211 person study analyzed not only current listening by radio format, but the company also analyzed the growth potential of today’s radio formats and the impact demographic shift and new media would have on radio format average quarter hour listening by 2012.
Highlights of the study include:
* Today’s Oldies format is among those with the highest audience loss (-41%).
* Other formats in the top 5 to suffer the most loss include AC, Rock and Classical.
* Formats which will gain listening include Country, News/Talk and Spanish
The study also tested a number of potential radio formats. Some format concepts that hold promise for the future were youth formats labeled ‘Youth Inclusive’ and ‘Youth Lifestyle’.
BRIDGE RATINGS Pres./CEO DAVE VAN DYKE commented, "The client who commissioned this study was interested in knowing more about viable formats with future appeal based on the demographic shifts that will naturally occur over the next five years. We were impressed with the viability of some of these formats, some of which were initially suggested by our listener sample and were fully developed by BRIDGE RATINGS."
Read the report here.