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Navigauge: Elections Gave Boost to In-Car Listening

Navigauge: Elections Gave Boost to In-Car Listening

Radio listenership increased dramatically around the presidential election, dominated by talk and news formats, according to Navigauge, which has put out the first in what it plans to be monthly reports on consumer in-vehicle listening.
The company uses an Atlanta listening panel and in-vehicle passive monitoring devices to collect its data. It hopes to expand the service from Atlanta to several other markets next year.
Among the findings in the first Consumer Behavior Index (all are based on listening on Nov. 3 compared to an average of the previous four Wednesdays):

“During the 8 a.m. to 5 p.m. workday, FM radio listening showed a 13% increase in minutes tuned (48 minutes vs. 42 minutes).

“AM radio registered a 28% increase (48 minutes vs. 38 minutes) for up-to-the-minute election information, results and coverage.

“On Wednesday Nov. 3, tuning to news/talk stations was up 11% on a total day basis (6 a.m. to 7 p.m.), compared to the previous four-week average. The number of minutes tuned per person showed a 6% increase from 48 to 51 minutes.

“The audience tuned to news/talk stations increased 5% during morning drive (6 a.m. to 10 a.m.) as the average minutes tuned to per listener to this category showed a 20% increase (24 minutes vs. 20 minutes)

“As people left their offices for lunch or went about their midday (12 p.m. to 5 p.m.) errands, news/talk stations showed additional appeal with the in-vehicle listener. Overall usage of news/talk stations by drivers increased by 30% with the average number of minutes remaining flat at 30 minutes.”