Study: Terrestrial radio holds steady

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New York—Terrestrial radio is holding its own despite the proliferation of digital broadcasting such as Internet radio and satellite radio, according to a new study.

The study, “The Infinite Dial: Radio’s Digital Platforms,” was conducted by Arbitron and Edison Media Research. It explored the expansion of the radio market and its implications for advertisers and media planners.

According to the study, 77% of Americans say they expect to continue to listen to AM/FM radio as much as they do now despite increasing advancements in technology. The study said online radio per week reaches nearly one in five (19%) persons ages 18-34 and 15% of persons ages 25-54.

More than one-third of Americans say they are “very” or “somewhat” interested in HD radio.

A total of 1,295 people nationwide were queried for the study about how they use various forms of traditional, online and satellite media.

—Matthew Schwartz

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