Bridge Ratings And Research Study: Radio Listening Rebounds
January 18, 2006 at 7:11 AM (PT)
Audience erosion from traditional AM and FM radio is slowing, and in some cases, it has stopped, thanks to radio's lower spot loads, and the novelty of MP3 players wearing off, according to a study by BRIDGE RATINGS AND RESEARCH.
According to a release from the CENTER FOR MEDIA RESEARCH:
-Terrestrial audience erosion to alternative audio entertainment continues to occur in young demographics though at a slower rate than seen previously in 2005.
-Erosion rate halted for the time being among the 25+ age group.
-MP3 device useage can consume as much as 80% of a radio user's audio entertainment during initial ownership weeks and months. This number tends to be generally lower among 30+ women and 35+ men.
-Time spent with MP3 players increased among 12-24 year old males faster than with females as 2005 progressed, as time spent with Internet radio has slowed.
-Where a 15% decrease in terrestrial radio use by 12-24 year olds was reported for Q3 2005 vs Q3 2004, by Q4 2005 use had increased by two quarter hours per week per person, resulting in a 4% increase when compared with Q4 2004.
-Listening to traditional radio by Adults 25-49 has risen from 65 quarter hours a week (Q4 2004) to 67.
For more details, visit www.BridgeRatings.com.