Study Finds Old School Still Rules for Local Radio
| RADIO ONLINE | Tuesday, December 5, 2023 | 10:36am CT |
|
 FMR Associates and Eastlan Ratings |
New data from the 2023 FMR/Eastlan Ratings National Radio Listening Survey shows AM/FM local radio listeners still have a strong preference for the radio dial. Listeners outside the Top 30 markets are even more likely to enjoy their favorite stations on the radio dial.
In large markets (Market 1-30), two thirds of all radio listening came from the traditional AM/FM radio, while 13% of listening was through a phone app, 12% from a stream and 6% on a smart speaker.
In markets 31+, 71% of all listening is from traditional AM/FM radio. New in 2023, Listeners were asked the "primary" way they listen to their favorite local radio stations.
The Listening Study for FMR Associates and Eastlan Ratings was conducted from March-October. The statistically projectable national survey of 1500 25- to 64-year-old adults from the thousands surveyed each month by FMR Associates and Eastlan was demographically balanced and geographically representative. The full survey will be released to Eastlan and FMR Clients on December 15th.
