3 days ago
Wednesday, July 05, 2006
Canadian Radio TSL Is Down Again, Especially under 34
A just-released report on media use published by Canada’s Radio-television and Telecommunications Commission says that Canadians aged 12 and up tuned into radio for an average 19.1 hours each week during 2005, a drop of 0.4 hours or 24 minutes from the 2004 average of 19.5 hours.
A few tips of the iceburg:
* The biggest drop in listenership was among the 25-34 demo, which has had a 3.2% decline since 1999. During that same period, teens (12-17) had a 2.7% decline and the 18-24 demo fell 2.1%.
* Canadian teens spent 8.6 hours listening to radio each week, while 18-24 year olds spent 15.2 hours and 25-34 year olds spent 18.1 hours.
* While the Internet has had only a minimal effect on Canadians' use of radio, there has been a significant decline in TV viewing because of it.