Broadcast Radio: A GROWTH Medium

1. Broadcast Radio: A GROWTH Medium With the digital revolution’s impact on media, new forms of audio enter the marketplace regularly. Many think that these new digital audio platforms have hurt Broadcast Radio’s impact. Nothing could be further from the truth. During the decade, Internet Radio added 56 million listeners. This growth did notoccur at the expense of traditional Broadcast Radio which has also grown steadily during the decade … with a gain of 8% and at the same time that Internet Radio has grown by 380%. 17 million new listeners (+8%) in the last decade Decade of growth of Broadcast Radio vs. Internet Radio # of users in millions Broadcast Radio Internet Radio 56 million new listeners (+380%) in the last decade Sources: Arbitron RADAR Fall/December reports M-Su 6A-Mid – note, methodology for RADAR changed in 2007 to include PPM market transitions so trends may not be consider completely comparable until 2011; Arbitron/Edison Research for Internet/Online data; Weekly listeners for Broadcast Radio; Weekly listeners for Internet Radio