Radio Listeners Report High Satisfaction With Their Radio Programming Choices.

According to a new study from Arbitron Inc., conducted by Edison Media Research, radio listeners are very pleased with the programming choices available to them. The great majority of listeners (79 percent) feel they get more or the same amount of programming choices from their local radio stations than they did five years ago. In fact, more than one-third of listeners said their choices are now greater. And over two-thirds (69%) said their local stations do a very good or good job of providing a wide variety of programming.

The study also revealed that:

Nearly 75% of radio listeners think their local stations do a very good or good job of playing the music they like.
Almost 80% said they listen to local radio stations for information on news, weather, traffic, sports and community activities at least once a week. An even larger number (85%) said radio stations play an important role in providing such information.

More—Not Fewer—Formats Today

“Contrary to the concern that some observers have expressed, more variety in programming—not less—is available to radio listeners following the consolidation that has taken place in the radio industry in recent years,” said Scott Musgrave, senior vice president and general manager of Arbitron Radio. “Radio programming is as diverse as the American radio audience. Where there’s a population base and a desire for a format in the marketplace, someone in the radio industry is going to meet the need because it makes economic sense for them to do so.

“Through the million plus radio diaries we tabulate throughout the year, listeners tell us what stations they listen to every day. Clearly this new study indicates they like what they are hearing.”

A November 2002 Bear Stearns report (Format Diversity: More from Less?) that examined format diversity found “there [were] 7% more “core” formats available in Fall 2001 relative to Fall 1996.” Bear Stearns said the data indicates there are 250+ formats available cumulatively across radio’s 200+ rated markets in the United States.

The new Arbitron study is based on telephone interviews with 2005 people, aged 12+, who were chosen at random from Arbitron’s Fall 2002 Survey diary keepers. The entire study, which focuses on America’s media exposure, perceptions of media content and other topics, will be released later this month.

To download the complete study, click here.

http://www.arbitron.com/study/internet10.asp