• by Jack Loechner , Staff Writer @mp_research, April 26, 2006

A new study by Arbitron and Edison Media Research finds that the weekly Internet radio audience increased by fifty percent from 2005,(satellite radio awareness tops sixty percent of the U.S. population, while the AM/FM radio audience remains strong. The report chronicles this expansion of the radio market and its implications for advertisers and media planners.

The monthly audience of Internet radio tops an estimated 52 million; an increase from 37 million people in 2005. The weekly Internet radio audience also increased 50 percent over the past year, with 30 million listeners last year.

• Online radio listeners are 36 percent more likely than the average consumer to live in a household with an annual income of more than $100,000.

Awareness of XM and Sirius satellite radio has reached equal levels of 61 percent awareness each among those age 12 and older.

• in households with an annual income of more than $100,000, nearly double the percentage of all households.

Eleven percent of Americans say they have ever listened to an audio podcast (Internet broadcasting and downloadable music.)

• One out of five who have ever listened to an audio podcast are 12-17 years old, and 53 percent are under the age of 35.

More than one-third of Americans say they are "very" or "somewhat" interested in HD Radio, as are more than 40 percent of satellite subscribers.

• One-third of those would be likely to purchase an HD Radio receiver at  $100 and 58 percent would be likely to purchase at $50.

Seventy-seven percent of Americans expect to listen to AM/FM radio as much as they do now despite advancements in technology. The same holds true for 77% of Internet radio listeners, and 73% of those who have tried audio podcasting. 64 percent of Satellite radio subscribers say they plan to continue listening to the same amount of AM/FM radio.

Bill Rose, senior vice president, marketing, Arbitron, says  "... this new research reveals that these advertising vehicles are becoming increasingly viable."

Larry Rosin, President, Edison Media Research, concludes with "Our research shows that regardless of the platform, consumers see all these options as merely being new forms of radio."

To download the complete study, visit Arbitronor Edison Media Research here.