Radio Listenership Down Except In Cars Despite Satellite Radio

Kurt Hanson’s Radio And Internet News reports that in "a surprising contradiction of the conventional wisdom, a new RAIN analysis of the past six years’ worth of national Arbitron radio ratings data reveals that, despite the significant adoption of satellite radio in cars, terrestrial radio’s usage has been increasing in cars during that period… at the same time as it has been declining in all other listening locations!"

"…reflecting trends for the most-recent 5-1/2 year span for which two-book-average data is readily available, the average person’s "At Home" usage of radio (which, by the way, comprises about 2/5 of all radio listening) declined 14%. "

"On a per-person basis, "At Work" listening (which comprises about 1/4 of all radio listening), has declined about 16%. "Other Locations" listening (which comprises only 1/50 of all radio listening ) has declined about 12%."

" in the listening location that would be most affected by the growth of satellite radio, "In Car" listening (which, on a national basis, comprises about 1/3 of all radio listening, although most people assume it’s more), radio usage has actually risen by almost 3% during the period!"

Read the entire RAIN article here .