“What about radio’s future? Kids today are losing interest in radio. What can the industry do?”
Bridge Ratings says it hears these questions a lot.
With the Arbitron Personal People Meter now rating radio listeners as young as 6, programmers are beginning to have a better idea of what kids are listening to; however, that metric only skims the surface, according to Bridge Ratings.
In a study on the media preferences of “Tweens,” 8-to-12-year-olds who hold radio’s future in their hands, the company found:
–Radio listening among those 8–12 was up this month from February while teen listening is down,
–Tweens love radio and intend on listening to it more in the future, and
–Sixty-two percent of those 8–12 in the study say they like listening to the radio and have very specific station preferences.
