For Immediate Release:

Monday March 29, 2010

First Look at AM/FM Internet Simulcast Listeners

The question of the value of internet radio listening continues to be posed in almost every client discussion we have here at Bridge Ratings & Media consumption research. Clients and the broadcast industry alike have been seeking the link between Internet radio listening especially among listeners who listen to simulcasts of AM/FM radio via the Internet. We call these listeners "simuls" and historically the impact of simuls' Internet listening has been thought to be siphoning listening from traditional radio listening patterns.

In a new study conducted between February 1 and March 8 2010, Bridge Ratings interviewed 2984 listeners to Internet radio. 1555 listened primarily (85% of their Internet listening time) to AM/FM simulcasts and 1429 listened primarily to "pure play" Internet radio streams.

Key finding: Listening to Internet Radio enhances listening to terrestrial radio stations in both frequency of tune-in and time-spent-listening.

Among the findings, we asked those who listen to AM/FM simulcasts if they were spending more time listening to Internet radio than six months ago.

51% replied that they were listening more than they were six months ago.

Comparatively, we asked this same group whether they were listening to their favorite AM/FM radio stations more, the same or less than they were six months ago.

22% responded they were listening more. 67% are listening the same.

The group that listens primarily to "pure play" internet-only radio streams was asked about their on-line listening habits. 47% told us they were listening more to Internet radio than they were six months prior.

When charted together, Simuls told us they were both listening to traditional (AM/FM) radio more than six months prior and they were listening to AM/FM simulcasts via the Internet more as well. This chart reflects a clear association between increased Internet time-spent-listening and more terrestrial radio listening.

For additional information, contact Bridge Ratings at 888.291.6420.

*Total Sample = 2984 Internet radio listeners 12+
Total Sample error = +/- 1.8%

Sample Simulcast Listeners = 1555 12+
Sample error +/- 2.5%

Sample Internet-only Listeners = 1429 12+
Sample error +/- 2.6%

Study conducted between February 1 and March 8, 2010 through a national database telephone interview methodology.

Bridge Ratings is a media research company based in Dallas, Texas. We are dedicated to providing media consumption analysis across multiple platforms for companies with an interest in media consumption by the public. Our methodolgy is based on sound consumer research principles.