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Study Finds Radio Listening Up 31% in Last Six Months


Eastlan
Eastlan

A study was conducted in March/April for FMR Associates and Eastlan Ratings clients to determine usage levels of local AM/FM Radio shows that in the last six months, weekly AM/FM radio listening is on the increase. 31% indicate they are listening to radio more, compared to 18% less. This finding is regardless of sex, age or market rank. This unique finding bodes well for traditional radio growing as the pandemic comes to an end and even as more audio options such as podcasts and streaming platforms are available.

While weekly AM/FM listening is up across all ages as compared to six months ago, it is greatest among adults 25-44 at 37%. Men and women are equally increasing their listening time with AM/FM Radio. More people going back to work, commuting and some cutting back on subscription audio or video services are among the primary factors cited for increased AM/FM consumption.

Current weekly AM/FM radio listening is at 86% in the 25 to 64 age group. Significantly, cume listening is strong and consistent regardless of age, sex, market rank or geographic region.

The national survey of 25- to 64 year-old adults from the thousands surveyed each month by Eastlan was demographically balanced and geographically representative.

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