Report: Satellite Radio Impact on Terrestrial Radio Listening

Thursday, June 29, 2006 at 8:38 AM
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Bridge Ratings has released a survey that outlines the effect of digital media on terrestrial radio listening. The results are broken down on overall listenership, and then broken down by format. Overall, Internet radio caused the most amount of loss, with Satellite Radio coming in at #2. Here's the breakdown:

Satellite Radio caused 36% of respondants to listen to less traditional radio, while 23% actually listened to more radio and 41% said it had no effect. Overall, satellite radio caused a -12% loss in listening to traditional radio.

When broken down by format, here's how satellite radio listeners responded when compared to :

Time Spent with Various Media Persons 15-64

Format Preference
% Listen
Radio Hrs per wk
Satellite Hrs per wk
Adult Contemp
15.6%
7.10
6.25
Adult Hits
2.1%
7.15
5.25
Alternative
3.5%
7. 25
7.75
Contemporary Hits Radio
12%
6.50
6.00
Country
9.3%
7.45
5.75
New AC/Smooth Jazz
2.5%
8.25
7.25
News/Talk
19%
5.75
6.50
Oldies
5%
5.75
5.00
Rock
10%
6.50
8.25
Spanish
12%
7.75
4.75
Urban
11%
6.25
5.50

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