Bridge Ratings: Passion Scores Down Among Talk Radio Listeners

According to a study released by BRIDGE RATINGS, “favoriteness” (ie, passion scores) among Talk Radio listeners has been declining over the last nine months (56.3% “favoriteness” factor among the cume audience in DECEMBER of ’04 to just a 38.0% score in OCTOBER), a phenomenon BRIDGE states reflects that “at some point, talk radio primary listeners who have been disappointed too many times by the content or host performance, will reduce their tune-in occasions and time spent with the station or will fall out of the primary listener category simply because they no longer consider the station their favorite.” 

When their sample audience was asked, “Are you listening to your favorite talk station more, the same, or less than you were six months ago?” BRIDGE found that 9% were listening more, 62% were listening to the same amount, and 29% were listening less. 

And just why are people choosing not to listen to Talk Radio? Here’s why, according to BRIDGE: 

1. Variety of Topics - Tired of same discussions (34%) 
2. Not as interested in topics as I used to be (27%) 
3. Tired of on-air talk hosts (15%) 
4. Other radio station(s) more interesting/entertaining (14%) 
5. Other media interest (TV, Print, Internet) (6%) 
6. Change of personal schedule. Can't listen as much (4%) 

If this is a topic you would care to learn more about, visit www.bridgeratings.com.

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