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CRE Study: Radio Shines Bright Compared to Other Media
Nov 4, 2009 - The Council for Research Excellence, a group formed to advance the knowledge and practice of methodological research on audience measurement, in conjunction with Nielsen Media Research, conducted the Video Consumer Mapping (VCM) Study to examine audio media usage among participants in five DMAs: Atlanta, Chicago, Dallas, Philadelphia and Seattle. Using a direct observation method, the final sample included 752 observed days (half in Spring 2008, half in Fall 2008), with 750,000 minutes of observation, at 10 second resolution throughout those days.
The key finding from the study shows 90 percent of adults are exposed to some form of audio media on a daily basis, with broadcast radio having by far the largest share of listening time.
Exposure to audio listening falls into four tiers in terms of level of usage among listeners:
Of note for radio is that media players averaged only 8 minutes of listening per day among the entire observed sample, with just under 90 percent of the sample not listening at all. Even among those who use other forms of audio media, broadcast radio still has a broad reach.
For instance, among those who also listened to portable audio devices, broadcast radio had a daily reach of 81.6 percent reach and 97 minutes of average listening time among those who listen to radio. Broadcast radio is also the dominant form of audio media at home, work, and in the car. [Editors note -- sound familiar?]
Other findings worth noting:
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