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Sep 15, 2008 by Mark Maier In a world of break-even or falling revenues, it's nice to see that audience levels for listenership are actually up over last year according to a new survey from America Media Services reported by Eric Sass in MediaPost. The report says "The AMS Radio Index survey found that 64% of American adults listen to the radio once a day--essentially unchanged from 63% in last year's survey.
Moreover, 80% listen to the radio when they are driving--up from 74% last year--and 73% say they are listening at least as much as they were five years ago, if not more. About half (51%) say they don't change stations during commercial breaks.
These figures seem to be in accord with Arbitron's measurement of the national radio audience, which has consistently found that radio reaches about 94% of American adults every week."
The report also said that surveys from Arbitron and Edison echo the AMS report as it concerns adults listening to radio during the last week which rose 2% from 2007 to 2008. Now is the time to share these bits of information with your client to make a better case for your stations as we lead into the final quarter of 2008.
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