EDISON RESEARCH: 90% OF COMMUTERS SAY THEY USE TRADITIONAL RADIO

Broadcast FM and AM radio are remaining the King of the Road according to a new study by Edison Research [link]. Hacking the Commuter Code provides in-depth information about audio preferences by folks who have a twenty minute or more daily commute to work.

The study includes 1,117 participants who commuted to work in the late fall of 2015. The average commute by respondents was 35 minutes. Streaming audio continues to grow its share in vehicles: 42% of respondents say they listen to non-broadcast services such as Pandora and 36% say they listen to streaming broadcast stations. Fewer than one in five respondents (17%) say they listen to podcasts during their commutes.

Edison provided these takeaways:

• In-Car Audio is a dynamic space

The newer the car, the more options commuters have for listening to audio.  When people have more options, it is clear that they them, or at least try them out.

• Easy access to changes leads to lots of switching

In the car consumers have the buttons right at their fingertips at most times.  This leads to many people switching regularly.  A large majority of respondents say they switch around regularly.

WXPN LEADS EARLY MARCH PPM TRENDS

Nielsen Audio is in the process of releasing PPM ratings data from March. Overall radio listening in five of the markets continues to be strong, particularly Triple A and Classical stations. Triple A WXPN increased its estimated weekly cumulative listeners by 15% from February 2016. KKXT, Dallas and WFUV, New York were also up. 

Here are results from the first five markets:

These data are provided for use by Nielsen Audio subscribers ONLY, in accordance with RRC's limited license with Nielsen Audio.
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