Mais um estudo que confirma a queda entre os jovens

«Important listening shifts have been taking place in recent years: Overall, the percentage of both men and women listening to radio at least once per week gradually decreased between Spring 2002 and Spring 2006. The biggest declines took place among Teens, Men 18-24 and Women 18-24. For both Teen boys and girls, the largest dropoff was from 7PM to midnight, down 9% over those four years, though afternoons and weekends also were off 4% to 5%.» fonte: Radio Today 2007, Arbitron, pag 97

«Owing to numerous media alternatives available, overall time spent listening (TSL) has slipped 13% between 1998 and 2006, but less than an hour in the four years from 2002 to 2006. The largest erosion since 1998 for men has been with 18-24s, with a decline of 17%; for women, the largest decline has been among Teens, whose TSL has decreased 23%. »

fonte: Radio Today 2007, Arbitron, pag 91