According to Inside Radio, The Media Audit has released revealing new data about how various demographics use radio.
They suggest that older Americans – those in the 75+ category – listen to the most radio: a grand total of 2:40 a day.
Younger listeners – those in the 18-24 group – clock in at 2:20 a day.
Maybe I’m missing something here, but that’s a “gap” of just 20 minutes a day.
And while that adds up across a week (creating an 18-24 comparative listening deficit of 2 hours and 20 minutes a week), the fact is that when it comes to radio, older consumers and their younger counterparts aren’t that far apart.
Are there more distractions and entertainment options for young people? Without a doubt. But the fact that radio is a viable part of their lives for more than two hours a day – despite iPods, Facebook, Foursquare, Halo, and any number of distractions – is a victory for broadcast radio.
Here’s another story The Media Audit glossed over: Americans spend more time with radio each day – 155 minutes on average - than broadcast television (127 minutes), the Internet (120 minutes), and newspapers (64 minutes).
We regularly see radio sales teams struggling to come up with a story that provides the rationale for higher rates – and more respect.
If these usage data from The Media Audit don’t provide that “It Factor,” then I’m in the wrong business.