AMS News

Friday, September 8, 2006

Radio Listening Remains Strong

Radio Ink

Despite the availability of various new media to receive music and news, only a little more than one in four Americans (27 percent) say they are now listening to the radio less than they did five years ago. According to a survey commissioned by American Media Services, about half (51 percent) said their radio listening hasn’t changed during the past five years, and 21 percent said they are now listening more.

When asked to look ahead five years, only 11 percent said they expect to be listening to the radio less than they do now. Nearly three out of four (74 percent) said they expect to listen about the same, and 13 percent said they expect to listen more.

“Radio plays a vital role in American life. Reports of radio’s death seem greatly exaggerated,” said Ed Seeger, president and chief executive officer of American Media Services, which commissioned the survey.

The survey found that Americans rate radio as their primary source to learn about new music. When asked which ways they learn about new music, 63 percent said by listening to the radio. In comparison, 43 percent said it can be through talking with friends, 41 percent cited watching television, 24 percent cited reviews in newspapers or magazines, and 16 percent cited the Internet.

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