A new study from Arbitron and Edison Media Research should give old-line radio executives cause for celebration--or at least rest--going into the holiday weekend. Listeners who are fully plugged into
the latest digital delivery systems--satellite radio, Internet radio, and podcasts--spend somewhat less time with these newfangled radio platforms than those who are fans of old-line AM and FM
stations. However, things are likely to change in the future. The study reveals an uptrend among Internet radio listeners, particularly among 18- to 34-year-olds. The situation with satellite
radio is much the same, although the study focused more on who intends to subscribe than those who are current subs. About 20 percent of those who said they were "aware" of satellite radio responded
that they were "very" or "somewhat" likely to subscribe within a year's time. Edison Media Research President Larry Rosin says, "Our research shows that regardless of the platform, consumers see all
these options as merely being new forms of 'radio.'"
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