Edison Research’s finding that broadcast radio controls 52% of the just-over four hours that the average listener spends with all sources of audio cannot be trended. Edison’s new Share of Ear® study is a unique first-time look at listening to all media, from music on cable TV to satellite radio to listeners’ own music collections. And part of the impetus for undertaking the study was that this information did not exist elsewhere.
That doesn’t mean people won’t try to trend the 52% number. Many will look at broadcast radio’s one-time cultural dominance, shrinking TSL, and the indifference of their own 16-year-old offspring, and conclude the number must be down. Other broadcasters will maintain that the remaining 48% number isn’t far larger than it once would have been, but merely redistributed with new measured sources of audio replacing the unmeasured “listening to ‘Who’s Next’ in your dorm room,” as Cumulus’ Lew Dickey recently put it. Read more