The Infinite Dial 2013: Navigating Digital Platforms – A Look at Radio Format P1s

Nearly Half of CHR Format P1s Have Listened to Online Radio[1] in the Last Week According to New Arbitron/Edison Research Infinite Dial Study of AM/FM Radio Format P1s

Separate Reports By Individual AM/FM Formats Available to Clients, Planned For Early May

Forty-seven percent of CHR format P1s have listened to Online Radio in the last week according to new data from The Infinite Dial 2013: Navigating Digital Platforms from Arbitron Inc. (NYSE: ARB) and Edison Research.  The new data released today for Arbitron clients looks at radio format P1s from nine AM/FM Radio formats: Adult Contemporary, CHR, Classic Rock/Classic Hits, Country, News/Talk/Sports, Public Radio, Religious, Rock, and Urban.

Highlights of the study’s many findings include:

• CHR P1s have the highest Online Radio listening levels with 47 percent having listened in the last week. More than four in ten Public Radio, Rock and Urban P1s also listened to Online Radio in the last week.

• One in three Public Radio P1s have listened to audio podcasts in the past month

• CHR (75 percent), Rock (70 percent) and Urban (67 percent) P1s are the format P1s most likely to own a smartphone

• The vast majority of CHR P1s (82 percent) have a profile on any social network, with nearly half (45 percent) of these listeners using social media several times per day

• Eight percent of the population age 12+, an estimated 20 million, has signed up to receive email from the AM or FM radio station they listen to most; 20 percent of Rock P1s and 18 percent of Religious P1s have done so

“This representative and projectable study looks at how various format P1s use digital platforms, revealing that each format has a unique digital profile.  Programmers and brand managers should consider these unique differences when formulating their digital strategies,” said Bill Rose, Senior Vice President of Marketing at Arbitron.

“Ninety-two percent of the population has not signed up to receive emails from the broadcast radio station they listen to most.  If broadcast radio programmers are making decisions based solely on their email databases alone, this will not give them the complete picture of the digital media usage and behaviors of all of their P1s,” added Tom Webster, Vice President of Strategy and Marketing, Edison Research.

This study may be downloaded by Arbitron clients free of charge via the Arbitron website at my.arbitron.com Previous studies, including the full Infinite Dial 2013 study (released earlier this month), may be downloaded free of charge via the Arbitron and Edison Research websites at www.arbitron.com and www.edisonresearch.com.

How the study was conducted

A total of 2,021 persons were interviewed to investigate Americans’ use of digital platforms and new media.  From January 15 to February 10, 2013, telephone interviews were conducted with respondents age 12 and older chosen at random from a national sample of Arbitron’s Fall 2012 survey diarykeepers and through random digit dialing (RDD) sampling in geographic areas where Arbitron diarykeepers were not available for the survey.  Diarykeepers represent 45% of the completed interviews and RDD sampled respondents represent 55% of the completed interviews.  The study includes a total of 711 cell phone interviews.

To categorize separate format P1s for this study, we asked respondents, “What one AM or FM radio station do you listen to most?”  Each station was then identified, and respondents were assigned as P1 to a format.

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media—radio, television, cable, and out-of-home—the mobile industry, as well as advertising agencies and advertisers around the world. Arbitron’s businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media, and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia, and Australia; and developing application software used for analyzing media audience and marketing information data.

The Company has developed the Portable People Meter™ (PPM®) and the PPM 360™, new technologies for media and marketing research.

Portable People Meter™, PPM®, and PPM 360® are marks of Arbitron Inc.

About Edison Research

Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby, Google, MTV, Samsung, Siemens, Time Warner, Yahoo!, The Voice of America and Zenithmedia. Edison Research works with many of the largest American radio ownership groups, including Entercom, Clear Channel, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the six major news organizations: ABC, CBS, CNN, Fox, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

 


[1]Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet.

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