Traditional Radio Losing Market Share to Alternative Media
Traditional Radio continues to lose market share to alternative media.
Bridge Ratings released its updated report on radio and alternative media usage for the third quarter of 2005. The number of hours listeners spent with traditional radio dropped off in every demographic. With a large drop of 14.5% among 12-24 year olds.
| Average Traditional Radio Hours per Week | |||
| Demographic | 3Q 2004 |
3Q 2005 |
Change |
| 12-24 | 62 | 53 | -14.5% |
| 25-49 | 66 | 64 | -3.0% |
| 35-64 | 76 | 75 | -1.3% |
Meanwhile, alternative media is growing by 20-25% among all demographics.
| Alternative Media Hours per Week | |||
| Demographic | 3Q 2004 |
3Q 2005 |
Change |
| 12-24 | 55 | 67 | 21.8% |
| 25-49 | 39 | 48 | 23.1% |
| 35-64 | 20 | 75 | 25% |
Source:Bridge Ratings
