New York (April 18, 2006)–A new study by Arbitron Inc. and Edison Media Research, The Infinite Dial: Radio’s Digital Platforms, explores the expansion of the radio market and its implications for advertisers and media planners. According to the report, the proliferation of digital broadcast platforms such as internet radio, satellite radio, HD and podcasting is a testament to the popularity of radio programming.
Internet radio’s monthly audience age 12+ now tops an estimated 52 million, an increase from an estimated 37 million people in 2005. The weekly internet radio audience also increased 50 percent over the past year.
In 2006, awareness of XM and Sirius satellite radio has reached equal levels of 61 percent awareness each among those age 12 and older. Nearly one in five non-subscribers to satellite radio say they are “very” or “somewhat” likely to subscribe to satellite radio in the next 12 months.
When asked to define podcasting in their own words, there was some confusion among respondents regarding the differences among podcasting, internet broadcasting and downloadable music. When read a definition, 11 percent of Americans say they have never listened to an audio podcast.
More than one-third of Americans say they are “very” or “somewhat” interested in HD Radio; more than 40 percent of satellite subscribers say they are interested in HD Radio as well. More than one-third of those who said they were interested in HD Radio say they would be likely to purchase an HD Radio receiver at a $100 price point, and 58 percent of those interested say they would be likely to purchase at $50.
While there has been tremendous growth in usage of radio’s new digital platforms, AM/FM radio does not appear to be losing Time Spent Listening (2 hours 45 minutes for the average consumer, compared with 2 hours 48 minutes among those who listen to digital radio). Seventy-seven percent of Americans say they expect to listen to AM/FM radio as much as they do now despite increasing advancements in technology.
Edison Media Research