Bridge Ratings; Radio Listening Being Diverted
Podcasting, mp3, Net Streaming, Sat Radio TSL All Up
April 5, 2010 at 11:10 AM (PT)
The latest BRIDGE RATINGS study on "Audio Device Consumption Trends" showed Net interest growing the upper demos as it has peaked with younger users, but that terrestrial radio TSL is declining among all age groups.
The "Audio Device Consumption Study," based on a sample of over 1,900 consumers, found that overall weekly Internet streaming TSL rose 3%, Podcasting TSL rose 15%, mp3 TSL players rose 7%, satellite radio TSL rose 2% -- and terrestrial radio TSL fell 10%.
More intriguing were the demo breakouts. "Teens are spending less time with Internet streaming while the greatest growth is among adults 55+," BRIDGE RATINGS Pres. DAVE VAN DYKE noted. "There's a lot of consumer movement going on out there.
"This has been one of my favorite projects thus far this year because it captures a beautiful snapshot of exactly where traditional radio's TSL is being redirected," he continued. "Use of these devices among radio listeners is definitely all over the place -- I think we all knew that -- it's just that it's a moving target and there is little use trying to target any one of them. Traditional radio must make an all-out effort to expand its reach through every channel possible."
Read about this study by clicking here.