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Study: Radio Usage To Become More Fragmented

  • FMQB, Friday, July 22, 2011 3:17 PM
Good news for radio advertisers: the medium is still alive and well, far from facing extinction from streaming services like Pandora. That's among the findings of the second annual survey of 2,000 women radio listeners by Alan Burns and Associates.

In other results, radio listeners are forecast to become more fragmented in their tastes -- mostly due to broadband streaming in cars, which brings more non-local stations into into the mix.

"On the other hand," Alan Burns tells FMQB, "there's less love for radio among younger listeners, and while wireless broadband in cars isn't going to kill radio, it will lower usage somewhat."

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