Bridge: There's Hope for Radio's Future Among 'Tweens' - Radio World

Bridge: There's Hope for Radio's Future Among 'Tweens'

"What about radio's future? Kids today are losing interest in radio. What can the industry do?"
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“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.

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