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Report: Broadcast Radio Serves Up the Most People
RADIO ONLINE | Friday, January 30, 2015 |
If you want to use audio, no matter what broad age group you're targeting, broadcast radio will get you the most people by far (the only age group that is close is 13-17s), writes Edison Research's Larry Rosin in the latest posting of the Infinite Dial blog. 75% of respondents in Edison's Fall 2014 Share of Ear study recorded at least some listening to AM/FM radio in their one-day listening diary.
Even among 13-24 year-olds, Rosin wrote, broadcast radio provides the most daily reach by a large margin. However, while broadcast reaches 62% of 13-24s in a day, Pandora reaches 23%, or more than one-third the reach of broadcast all by itself. The ad-supported tier of Spotify reaches 14% of 13-24s.
Rosin notes that "The classic radio 'money demo' of 25-54s sees almost 80% listening to broadcast radio each day -- no doubt in part because most radio stations target this group. Pandora now reaches more than one-in-six of all 25-54s itself as well."
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