Performance Indicators : Radio

We talk a lot about the digital revolution that traditional media is being put through: upheaval, readership and audience shrinkage, bankruptcy, pay walls… This post is a major update to a previous one “Traditional media performance indicators” (20 January 2010), however this one is segmented in that we’ll discuss only radio in this post. Others will follow to cover individually televisionnewspapers, magazines and other media platforms.

What’s the situation really like in 2011? Traditional media are not dead – not yet, and not for a while at least. They’re not all as strong as they’ve once been, but they still occupy an important place in the media landscape. Let’s look at the situation with Radio a bit:

Reach & Use

  • 92% weekly reach (BBM A18+ 2009 average) which is less than TV (99%)
    • 92% weekly reach in French Canada
  • 236 million American listeners A12+ weekly, that’s 92.5% of the population (Arbitron 2010/01) (thanks @slanglois) 90% of 12-17 year olds, 86% of 18-34 year olds.
  • 87% of Canadians listen to AM/FM radio (including via Internet) daily. (Angus Reid Strategis – Radio’s Future 2009/06)
    • 28% listen to their iPod or mp3 daily, 35% never use such a device
    • 16% listent to a Web-based radio in the last week, 52% never have
    • 10% listen to podcasting weekly, 67% never have
    • 59% visited a radio station website to listen to it (1st reason), 30% to enter a contest (#2) and 24% for local news (#3)
    • 68% subscribe to a radio station’s newletter to win prizes, 60% because they love the station, 44% to get local news.
    • 16% of Americans get their news from radio (down from 21% in 2004) vs 41% online (PEW 2011/01/05)

Time spent

  • 1,122 minutes weekly spent with radio (BBM 2009 average A18+) or 31% of total media time spent, 40% more than with Internet, 40%% less than TV.
    • 1,169 minutes weekly spent in French Canada, 31%
  • American men spend 4.9 hours listening to radio weekly vs 4.8 for women (8+ years old) (TNS Newzoo BV)
  • 34% of American listeners would spend less time with traditional radio if webradio were available in their car (MRM 2010/08)
    • 42% among 18-24 year olds,
    • 50% among alternative music lovers,
    • 37.3% among men vs 33.6 among women,
    • 58% would choose Internet radio in their car over getting terrestrial radio on their iPod.
    • 94.7% would not abandon traditional radio entirely, they’d abandon other media first : gaming console, iPod, DVR, DVD and even television
  • -1.9% time spent with radio in the US in 2010 (95.7min/day) vs 2009 (97.5min/day) following a -3.1% drop in 2009 vs 2008 (101.6min/day) (eMarketer 2010/12/29)

Advertising & Trust

  • 83% of Canadians say AM/FM radio is essential to their lives or an important part of it (Angus Reid Strategis – Radio’s Future 2009/06), vs 50% in the US (RadioNext study 2007)
  • -18% in ad spend on radio in the US in 2009 vs 2008. (RAB 2010)
  • +6% growth in radio revenues in the US for the first 4 quarters of 2010 vs 2009Q1-Q3 (RAB 2010/11/19)
  • 9% believe radio is the best source for news in the US, behind Internet at 44% (Rasmussen Reports 2010/09/27)

Satellite Radio

  • Sirius XM reaches 32 million adults weekly according to Arbiton (MediaPost 2010/01/15)
    • Question : when will radio (BBM) measure all radio : terrestrial + alternatives (satellite, web and cable)?
  • 13% of Canadians listent to satellite radio weekly vs 59% that never do. (Angus Reid Strategis – Radio’s Future 2009/06)
  • 16.4% of social media users 55+ years old listen to satellite radio regularly (BIGresearch SIMM 2009/12/09)
    • 14.4% for 35-54 year olds
    • 11.2% for 18-34 year olds

Non-radio audio

  • 8-18 year olds (Gen M2) listen to an average 2:31 hours of musique/audio daukt (vs 1:49 in 1999) out of a total 10:45 media time (Kaiser Family Foundation – Harris Research)
  • 15% of social media users between 18-34 years old regularly listen to webradio. (BIGresearch SIMM 2009/12/09)
    • 10.7% pour les 35-54 year olds
    • 5.7% pour les 55+ year olds

 

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While you’re waiting for my future posts on other media’s performance indicators, please consult my previous posts:

 

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