A rádio tem futuro entre os mais jovens

De um (surpreendente? inesperado? suspeito?) estudo da Bridge ratings («The new study of 3314 kids between the ages of 8 and 12 [TWEENS]conducted during February/March and June/July 2007 indicates that though exposed to many of the new technologies their older counterparts have been, AM/FM radio still provides a high level of satisfaction.»)

- The truth of this study is that while many of today's 15-19 year olds are spending more time with their digital music players, cell phones and the Internet for the same experience their predecessors got from AM/FM radio, Tweens - those between 8 and 12, are still experiencing radio and loving it.

-The data suggests that radio still has a chance with the teens and young adults of five to ten years from now. (...) For the future of the radio business, radio still has potential among 8-17 year olds. Teens may be a more difficult transition since the radio industry has provided little in the way of content over the last 10 years to nurture teen listening, but this study proves that it isn't too late for Tweens to be nutured by radio.

Talvez o que mais surpreenda seja este quadro: «Tweens use of media hinges largely on access of that media during a typical day. As one might suspect, TV has the largest reach into this demographic - as does radio. 21% of the Tween panel has access to a cell phone daily with only slightly more gaining access to a device that will allow them to Instant Message or Text.

fonte: «Tweens are Radio's Future: Let's Treat 'Em That Way», Bridge Ratings, July 25, 2007