Monday, September 18, 2006

Edison Research: Under-25 Radio TSL Trend Is Not Pretty

Yes, enlarging these graphics makes them blur a bit. But, even if they were clearer, it's still enough to give you a big headache unless you're lucky enough, like A&O country clients to target 25+.

Edison's Larry Rosin says:

· While broadcasters often point to an increase in the raw number of Persons Using Radio to offset any concern about a decline in TSL, that number has finally flattened – counteracted by the significant increase in the number of people who now report no listening to radio at all. In fact, more than 11% of boys 12-17 now report no weekly radio listening at all.

· The decline in 12-24 listening dates back to the early 90s -- a time when few broadcasters were willing to target listeners under 24. While broadcasters showed a renewed interest in younger targeted formats in the mid-to-late 90s, recent years have seen a renewed emphasis on gold-based 25-plus formats and a graying of the programming talent pool.

· Perhaps of most concern, tracking of questions on attitudes about radio among this crucial group trend down as well. Fewer young people expect radio to be an important part of their future lives.

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