Study: AM/FM Remains Strong Despite Big Gains By Internet And Satellite Radio
April 13, 2006 at 2:51 PM (PT)
Despite tremendous growth in usage of radio’s new digital platforms, AM/FM radio does not appear to be losing TSL, according to a ARBITRON/EDISON MEDIA RESEARCH telephone survey of 1,925 people on usage of various forms of traditional, online, and satellite media. Daily radio TSL is 2 hours 45 minutes for the average consumer, compared with 2 hours 48 minutes among those who listen to digital radio (Internet, Satellite, or podcast).
There has been a 50% increase in weekly Internet audience from last year
The monthly 12+ audience now tops an estimated 52 million; an increase from an estimated 37 million people in 2005.
As for satellite radio, awareness of XM and SIRIUS has reached equal levels of 61% awareness each in 2006 among those 12+. Nearly one in five non-subscribers to satellite radio say they are "very" or "somewhat" likely to subscribe to satellite radio in the next 12 months.
Even with the increasing advancements in technology, 77% of Americans say they expect to listen to AM/FM radio as much as they do now. Satellite radio subscribers showed less dedication to traditional radio, with 64% indicating they plan to continue listening to the same amount of AM/FM radio.
ARBITRON SVP/Marketing BILL ROSE said, "Consumers are quickly embracing radio’s digital platforms and this new research reveals that these advertising vehicles are becoming increasingly viable."
"Our research shows that regardless of the platform consumers see all these options as merely being new forms of ‘radio,’" notes EDISON MEDIA RESEARCH President LARRY ROSIN. "This report provides crucial measurement on the development of radio as it is consumed in new and different ways."
For more details on the THE INFINITE DIAL: RADIO'S DIGITAL PLATFORMS" study and its implications for advertisers and media planners, click here.