A blog dedicated to the world of broadcast and public relations
Tuesday, January 16, 2007
Are new forms of technology, like iPods, integrated car stereos, and Internet radio, impacting radio listenership?
In a word, yes. But, not in a negative way. As technology evolves, so do radio stations. As long as radio stations continue to keep up with the changes in technology, they continue to endear themselves to listeners of all age. According to the latest Arbitron figures, radio continues to be one of the most popular and pervasive forms of media among Americans, reaching more than 94 percent of the “over the age of 12” audience each week. This listenership has remained relatively steady for the last three years, despite an increase in listener options such as satellite radio, webcasting and podcasting.
Radio remains a popular media choice among consumers because they can tune-in anywhere, and radio stations around the country have been right on top of the innovations necessary to provide tune-in availability. A recent Arbitron survey shows that Monday through Friday, the majority of radio listeners tune in at home before 7:00 a.m. and after 7:00 p.m. Between 8:00 a.m. and 6:00 p.m. finds 66 to 75 percent of radio listening occurring in places outside the home, like the office, thanks to stations making streaming audio available, or, at the gym, thanks to the the iPod. In fact, according to a recent survey of 50 stations around the country, by News Generation, Inc., 92 percent of the stations polled are webcasting and podcasting, keeping those listeners tuned in throughout the day.