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May 19, 2010 by Mark MaierFrom Radio Sales Today we hear about "Bridge Ratings Analysis: Traditional Radio's Recipe For Success"...
"From Bridge Ratings' latest "Device Usage Study," it is clear that traditional Radio has begun the process of building a new paradigm of time-spent-listening conceived of more than just its broadcast towers.
Of the 19 hours a week of total listening to terrestrial Radio programming, 94% or 18 hours comes from its AM/FM listening and 6% or about one hour comes from simulcast listening via the Internet. There is insufficient data to indicate how much, if any, listening is derived from mobile devices at this time.
In order for traditional Radio's advertising model to sustain new technologies and swift changes in audience behavior, adoption of these new devices must not only continue, it must accelerate.
Continued distribution via the Internet is a must as well as through mobile devices such as smart phones and cell phones.
Traditional Radio has done an acceptable job of furthering its listening through streams of its simulcasts. Not only should this continue but an effective strategy to escalate growth is to invest in the resources required to develop and distribute alternative brand channels that offer niche, customizable content as extensions of their primary brands.
Research has shown that brand variations or extensions on the streaming side will not cannibalize the main channel, but in fact it will attract additional listening from not only primary brand-centric fans but listeners who may have otherwise listened to the primary brand."
The article goes on to say that revenue potential will increase if Radio is aggressive....
"Bridge Ratings projects that by 2012, if technology is aggressively pursued, terrestrial Radio's aggregated time-spent-listening should increase to about 20 hours per week. Additional listening should be sourced from the addition of incremental growth in simulcast streaming of AM/FM stations via the Internet and mobile devices.
Additional insight into audio consumption by technology has been revealed as part of Bridge Ratings' "Device Usage Study" released in April 2010.
While time devoted to pure-terrestrial Radio listening is likely to continue to fall or moderate over the next few years, expansion onto new technology should recapture -- and even add to -- some of the lost time-spent."
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