«Paragon Media Strategies has taken a second look at young people, radio, and new media, and it’s got some good news: Radio TSL is up among 14-24s, with 54 percent saying they’re listening to radio at least a little more than in the past. That’s a change from the first "Youth Radio and New Media" survey, in 2007, when most respondents said they were listening to radio less.»
This year’s Paragon Media Strategies’ study runs contrary to expectations that new media would continue to erode radio Time Spent Listening (TSL). Radio seems to have turned around many of the negative trends we documented in 2007.
Radio records positive momentum in 2008. When we asked if 14-24 year-old respondents were listening to over-the-air radio “More” or “Less” than they had in the past, the listening “More” won out by a healthy margin. Radio’s momentum had been slightly negative last year.
Youth Radio slide 16
Radio displayed its resilience as the medium of convenience shoring up TSL among young respondents. There was a notable decline this year among respondents who “Never” listen to radio and among those who listen “Less than an hour during a typical day”.
Youth Radio slide 9
Perhaps radio is escaping its uncool image as respondents warm up to music they like on the radio. Perhaps the music simply got better. Whether our study shows a sustained uptrend for radio or a ceasefire in the bombardment new media had delivered to radio TSL among young listeners is yet to be seen.
Detailed results of the complete Second Annual Youth Radio and New Media Study on our website www.paragonmediastrategies.com
(http://www.paragonmediastrategies.com/theblog/?p=292)
MARK RAMSEY explica: «why are we making a conclusive statement of this type based on 400 expressed attitudes when Arbitron collects tens of thousands of actual listener behaviors every quarter? Answers of this type are notoriously unreliable in research - not so much because of the smallish sample but because the question asks for opinions of listening rather than an actual record of listening, which is what the diary and the PPM do. Opinions are fine for attitudes and perceptions, but they leave much to be desired when we're talking about actual behavior. And the fact that the trend was evidently in the other direction twelve months ago is proof of just how rickety these opinions are. Good news is always welcome. But good news must be accurate, too. Maybe this is, but maybe it isn't. If you want to know whether time spent listening is up among American youth in the past twelve months, just ask Arbitron»
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