Erosão nas audiências da rádio (EUA) invertida?

Um estudo acabado de divulgar diz que a erosão das sondagens de rádio norte-americana (convencional) detectada no ano passado estará a ser invertida:

"The Center for Media Research reports that according to initial results from a continuing Audience Attrition project by Bridge Ratings & Research, audience erosion from terrestrial radio – due to less time spent with AM/FM radio and more time spent with a variety of digital media, including MP3 players, iPods, Internet radio, and satellite radio – has returned somewhat in the 4th quarter of 2005.

The report finds that AM/FM radio listening is returning to former high-water marks as a result of both the medium’s lower commercial load policies and a growing segment of MP3 users who after some time immersed in the new technology, become fatigued and return to terrestrial radio among other sources of audio entertainment.

Other updated findings include:

-- Terrestrial audience erosion to alternative audio entertainment continues to occur in young demographics though at a slower rate than seen previously in 2005

-- Erosion rate halted for the time being among the 25+ age group.

-- MP3 device usage can consume as much as 80% of a radio user’s audio entertainment during initial ownership weeks and months. This number tends to be generally lower among 30+ women and 35+ men

-- Time spent with MP3 players has increased among 12-24 year old males faster than with females as 2005 progresses as time spent with Internet radio has slowed

-- Where a 15% decrease in terrestrial radio use by 12-24 year olds was reported for Q3 2005 Vs Q3 2004, by Q4 2005 use had increased by two quarter hours per week per person resulting in only a 4% increase when compared with Q4 2004

-- Listening to traditional radio by Adults 25-49 has risen from 65 quarter hours a week (Q4 2004) to 67 "

fonte: "Turnaround Seen In Terrestrial Radio"