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'Radio Index' Report: Radio Audience Remains Loyal
CHARLESTON, SC -- April 7, 2008: Seventy-two percent of American adults are listening to the radio about the same amount or more than they did five years ago, according to American Media Services' latest "Radio Index" survey. Seventy-three percent, meanwhile, still usually turn on the radio when they get in the car.
The phone survey of 1,004 U.S. adults -- conducted for AMS by OmniTel on the weekend of March 28-30 -- also indicates that 61 percent of American adults hear the radio at least once a day, compared to 64 percent in the April 2007 survey and 63 percent in September 2007. (The variations are within the survey's 3 percent margin of error.)
Thirty-three percent of respondents said they've listened to radio over the Internet, and 12 percent have heard an HD Radio broadcast. When they're listening to radio over the air, 53 percent said they stick with a station through commercial breaks, 35 percent change the station, and 8 percent turn off the radio. And those who change the station tend to do it quickly: Seventy-seven percent of those who tune away do it within 30 seconds after commercials begin.
"The findings are interesting from many standpoints," said AMD Chairman Edward Seeger. "They show that 'regular' radio remains a strong industry even while other audio devices are available. And perhaps because the Internet is broadly accessible, many more Americans have listened to the radio over the Internet than have purchased the equipment to listen to HD Radio. These are important trends for the radio industry to keep in mind."
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