Bridge Ratings' Update On Radio Vs. The Competition
May 23, 2007 at 10:18 AM (PT)
This week BRIDGE RATINGS releases its updated analysis of terrestrial radio and its competitive media: Internet radio, satellite radio, MP3 players, cell phones and HD radio. Some interesting findings in this week’s report:
* HD radio making little progress of use among consumers -- less than 1% say they listen daily.
* Satellite radio now reaches nearly 5% of the American population.
* Terrestrial radio still dominates among daily users of all competitive media with nearly 94% penetration.
Time Spent Listening
* Of all consumers 13 and older, those who listen to satellite radio spend the most time with it – over 21.5 hours per week.
* Internet Radio now garners almost 16 hours per week
Intent to Listen
* In response to the question, "Do you expect to be listening to _____ more, the same, or less one year from now?" 17% of terrestrial radio consumers in this study intend to be listening more a year from now, up from 15% a year ago, and 42% of listeners to all types of Internet Radio intend to be listening more one year from now, the most of all the media studied.
"Perhaps one of the more interesting statistics from this study which was commissioned by a cell phone company, is the Primary Daily Device question," explains BRIDGE RATINGS President/CEO DAVE VAN DYKE. "Some 39% of the sample of 3,000 persons said that terrestrial radio was their primary mobile medium on a daily basis. This ranked radio as the #1 medium for most people, followed by 22% who considered their cell phone as their primary device. Seven years into the 'new media decade,' traditional radio is holding its own."
The study was conducted on a national scale between APRIL 13-MAY 20. Read more about it at www.bridgeratings.com.