Radio Leading Source of Music Info for Youth

October 6, 2010

Radio remains a major source of information about new music and concerts for young Americans, according to [pdf] a new study from Edison Research.

Youth Turn to Radio for New Music
Findings from “Radio’s Future II: The 2010 American Youth Study” show that except for friends, radio remains the leading source for learning about new music for Americans age 12-24. Eighty-eight percent of respondents said they learn about new music by listening to the radio, only trailing friends (90%) in popularity as a source of information about new music.

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Significantly trailing radio were both established media such as music featured on TV shows (65%), music video channels and (62%) and TV appearances by artists (62%); and new media such as YouTube (72%), social networking websites (56%) and internet radio channels (42%).

Radio Music, Personalities Remain Popular
Eighty percent of respondents agreed they listen to AM/FM radio in order to hear their favorite songs, and 72% listen to learn about new songs. Another 66% listen to find out what the popular songs are. In addition, more than half (58%) of respondents enjoy hearing personalities and DJs along with music, while 53% only listen in the car.

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Less popular with young Americans are AM/FM news updates (46%), community information (39%) and sports talk hosts (33%).

Radio Tops SocNets for Concert Info
In addition to beating social media as a source of information on new music for young Americans, radio also beats social media as a source of concert information. Seventeen percent of respondents most often hear about concerts they attend on the radio, compared to 10% who most often hear about them on a social network site. The most popular source of concert information is friends/family/coworkers (43%).

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Q2 Radio Ad Revenue Grows 6%
In another sign the radio industry retains some health, total US radio ad revenue grew 6% in Q2 2010 compared to Q2 2009, according to the Radio Advertising Bureau. Local ad revenue grew 3% from Q2 2009, to $3.04 billion. More impressively by growth rate, national ad revenue increased 16% from the same period a year earlier, to $702 million. Combined US local and national radio ad revenue climbed 6% in Q2 2010, to $3.75 billion.

Meanwhile, network ad revenue remained flat at $274 million, digital ad revenue grew 25% to $157 million and off-air revenue grew 2% to $375 million. In total, US radio ad revenue improved 6% in Q2 2010 compared to Q2 2009, reaching $4.52 billion.

About the Data: Edison Research conducted 1,533 online interviews nationwide, consisting of 875 interviews with Americans age 12-24 and 888 interviews with Americans age 22-34. Interviews were conducted September 8-13, 2010. Data was matched to national age and sex demographics.

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