April 29, 2013
Radio sales rep Katz Radio Group released results of audio listening trends over the period from Oct. 2011 to Sept. 2012. In the most recent RADAR findings, broadcast radio continues to strongly dominate listening - reaching 243 million listeners per week and representing 92.4 percent of all listening. In comparison, digital listening currently represents only 7.6 percent of all audio listening.
"The latest findings bear out what we continue to find from all our research - and hear from consumers - that broadcast radio is still by far the overwhelming leader in audio listening," said Mary Beth Garber, EVP/radio analysis and insights at Katz Radio Group. "Broadcast radio isn't losing listeners - in fact just the opposite, which makes it clear that digital listening actually represents incremental listening. So as digital listening - which is both AM/FM digital listening and personal music collection digital listening - continues to grow, it is an expansion of broadcast radio listening, additive to it rather than a substitute. Research from Infinite Dial 2012 shows that digital listeners are also heavy broadcast users; digital extends the reach and popularity of broadcast radio to new devices and new listening opportunities. We're pleased with digital's growth and how it has added to the broadcast radio experience."
Garber continued, "A digital-only 'music collection' audio service like Pandora only has 4.4 percent of total audio listening, even if you assume the Triton measurement of when the service is left on is comparable to the measurement of actual listening that Arbitron does."
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