Bridge Ratings Takes Radio Through The "Digital Gauntlet"

Bridge Ratings has released an extensive look at the effect of new media on terrestrial radio over the past 12 years, going back to the rise of Napster in the late '90s. Bridge surveyed 3822 persons ages 12-21, who currently listen to the radio, use an MP3 player, listen to Internet radio, use social networking sites, all for at least 30 minutes a week, along with regular cell phone use.

FMQB.com notes Bridge measured "favoriteness" of listeners ages 12+, looking at how many had a favorite radio station. In the late '90s, approximately 85 percent of the demo had a favorite station, but by 2010, this measurement has fallen to just over 72 percent of listeners.

The study shows a "tipping point" in radio listening that first happened between 2002-2003, but the "collective momentum" of digital alternatives to terrestrial radio hit a new point by 2007. In 2007, 12-21 year olds' usage of MP3 players overtook what Bridge calls the Bridge Ratings Index (the relationship between weekly radio listening (cume) and favoriteness).

Internet radio began to really impact between 2003-2005 and usage surpassed preference for terrestrial radio in 2006 among 12-21 year olds. Bridge also found that social networking sites passed 12-21 year olds' preference for radio by 2007 and labels it as the "killer activity" that has hurt TSL among younger demographics.

Pulling together the data, Bridge found that "each digital technology contributes to carving off affinity to radio and consumers find it more and more difficult to concentrate on one medium for their entertainment. Short attention span syndrome has been shown to be a function of the increase in multi-tasking by all age groups in recent years."

Bridge notes that there has been less attrition among 18-34 year-olds, though the multiple digital options out there also have taken a toll on this demographic's preference for terrestrial radio as well.

Read more here.