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Bridge Ratings Study: Podcasting Elevates Listening
(from fmqb)
Bridge Ratings has released a new study examining the effect of podcasting on station listenership. The results show that recall of a station is improved due to listening to podcasts. Bridge Ratings President Dave Van Dyke says, "This is the first study I know of that uncovers the true power of podcasting as a means to capture radio station listening done by listeners who download radio programming. We had hoped that this technology would empower radio and this first-look study confirms that podcasting will impact listening and ratings."
For the survey, 4000 radio listeners ages 16 and up in six major markets were studied between January and October of this year. Listeners to commercial stations had a seven percent increase in their cume, with a 15 percent jump in TSL per week after becoming a regular listener to podcasts. Fans of NPR and other non-commercial stations showed a five percent increase in cume listening, with 10 percent more TSL after regularly listening to those stations' podcasts.
"It's apparent that a regular schedule of podcast listening is a key element in order for a radio station to receive the benefits of increased listening," added Van Dyke. "In this study we found that a frequency of listening to two podcasts per week over the course of a month was the minimum exposure to a station's podcasts which would yield the perception of increased listening."
Bridge Ratings will continue to release data and findings from the study over the new few weeks at bridgeratings.com.
posted by Unknown @ Monday, November 14, 2005,
