December, Media Life ran an article headlined "Outlook for radio in 2010: More struggle" That got the SCBA Exec Director’s dander up. (click to read her fact-based rebuttal)"Contrary to media industry myth, radio listening has been positively affected by new technology."
Today every computer, virtually every MP3 and iPod, and any cell phone capable of downloading apps is streaming radio’s over-the-air content.
Which helps explain why approximately nine out of 10 people of all age groups listen to radio each week, far more than any other medium except broadcast television (RADAR 103, December 2009).
And why the average person spends between about two and a half to three hours or more each day with broadcast radio (Nielsen, RADAR, Arbitron, Scarborough and The Media Audit).
In fact, people spend more time with broadcast radio than they spend with any other form of audio (Council for Research Excellence’s "Video Consumer Mapping – How U.S. Adults Use Radio and Other Forms of Audio," October 29, 2009).
Virtually all of that radio listening is done live, in real time. It's the only mass medium that can make that claim.
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Radio's Versatility Drives Listeners Tuning
Results from the fifth annual study conducted by the Foundation Research Group demonstrate radio’s continued strength and adaptability in today’s complex market. On average, Canadian adults spend 2 hours and 12 minutes with radio daily, equivalent to the results from the first Foundation Research Study published in January 2006.
“The versatility of radio is unparalleled in its ability to reach Canadians at home and on the go. Although the penetration of portable devices is reaching record levels, Canadians are beginning to tune into radio more frequently during the work day. Daytime listening levels are now on par with evening drive time, and listening during the work day has increased 40% compared to previous years.
Radio has the ability to connect with listeners throughout the day. Foundation Research proves radio’s adaptable nature is important to Canadians; it continues to be an integral part of today’s multi-media society.” — Chris Bandak, President, Foundation Research Group
Whether it’s at home, at work, on-air or online, radio continues to be a powerful source of information and music for Canadians. Of Adults 18+, 83% report that their time with radio increased or remained the same as last year. Respondents reveal the increase can be attributed to more time in their cars, and the ability to listen at work.
Highlights from the 2010 study:
• On average, Canadians spend more time with radio during a typical work day than with any other medium
• 38% of adults listen to radio some/most of the time while on the internet
• Approximately 1/3 of adults have listened to radio stations online; of those listening online, 58% are streaming local stations
• 39% of adults have visited a radio station website.
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