Forty-seven percent of CHR format P1s have listened to online radio in the last week according to new data from “The Infinite Dial 2013: Navigating Digital Platforms” from Arbitron and Edison Research. That’s the highest levels of online listening.
One-third of those P1s have listened to Pandora in the past seven days.
We covered some details before the NAB Show, and now the research firms are releasing more details. Highlights include: More than four in 10 public radio, rock and urban P1s also listened to online radio in the last week. One in three public radio P1s have listened to audio podcasts in the past month. Additionally, CHR (75%), rock (70%) and urban (67%) P1s are the format P1s most likely to own a smartphone.
Arbitron SVP Marketing Bill Rose said the study looks at how various format P1s use digital platforms, revealing that each format has a unique digital profile. Programmers and brand managers should consider these unique differences when formulating their digital strategies.”
The new data for Arbitron clients looks at radio format P1s from nine AM/FM Radio formats: adult contemporary, CHR, classic rock/classic hits, country, news/talk/sports, public radio, religious, rock and urban.