Bridge Ratings Report: 35+ Podcasting Use Up, Enhances Talk Radio
June 13, 2007 at 10:36 AM (PT)
A BRIDGE RATINGS report on podcasting and News/Talk radio shows that the podcast medium is being increasingly used by older demographics, with usage among adults 35+ growing substantially since the last survey late in 2006. BRIDGE now projects 7 million Americans downloading and listening to podcasts on a weekly basis with an additional 21.4 million listening to a minimum of four podcasts per month.
The research also suggests that N/T listeners say that podcasts enhance their traditional radio listening, and 56% say that podcasts have affected their radio listening, with cume stable but station loyalty and "favoriteness" increasing 75%.
"We were encouraged to see for the first time, a relationship between podcast listening and station listening," says BRIDGE RATINGS Pres. DAVE VAN DYKE. "Favoriteness -- our measure of loyalty to a station -- increased dramatically when radio listeners consumed that station’s podcasts over a six-month period of time. In fact, the more consistent a listener’s time spent with podcast is, the stronger the bond they have with their favorite radio station. When programmed and marketed properly, podcasting can enhance station listening."
Read the full report by clicking here.