AMS Survey Has Some Good News For Radio
September 11, 2008 at 8:18 AM (PT)
Although there are some naysayers who say that radio is losing its value, listening to the radio continues to be part of AMERICANS' daily life, according to results of a nationwide telephone survey that AMERICAN MEDIA SERVICES released TODAY.
The latest AMS Radio Index shows that 64% of AMERICAN adults listen to the radio at least once a day. Four out of five (80%) say they usually turn on the radio when they get into their car, and nearly three-quarters (73%) said they are listening to the radio as much or more than they did five years ago. Each of these findings is consistent with the past three AMS polls over the past two years.
These are significant findings that once again demonstrate how much Americans rely on the radio for music and entertainment.
And among those who have listened to Internet radio or continuous music on the Internet, nearly four out of 10 (39%) said they listened in the past week, compared with less than a quarter (23%) who said that six months ago.
"These are significant findings that once again demonstrate how much AMERICANS rely on the radio for music and entertainment," said AMS Chairman EDWARD F. SEEGER. "The survey also makes clear that Internet radio and continuous music over the Internet are becoming increasingly important to AMERICAN audiences."
Some specifics of the latest AMS Radio Index include the following:
* Daily listenership was 64% in the latest survey, compared with 61% this past MARCH, 63% in SEPTEMBER 2007 and 64% in APRIL 2007.
* Radio remains the #1 way that AMERICANS learn about new music. Nearly half (49%) cited the radio, compared with 27% from friends, relatives or other word of mouth. Lesser sources included TV and reviews in newspapers or magazines.
* Nearly half of AMERICANS (47%) said it doesn't matter to them whether their radio program is originating locally. Only 28% said it mattered a lot.
* About half (51%) say they usually stay tuned to their favorite music station when commercial breaks come on, a statistically insignificant change from 53% six months ago. Only 7% said they turn off the radio, and 38% said they change to another station.