For Immediate Release:

Friday February 12, 2010

PREMIUM FINDING: Other than TV/Cable, traditional radio has the greatest competitve advantage among all media if it utilizes multiple distribution points and various content channels.

Bridge Ratings has been tracking media consumption since 1998 and the impact of various new technologies on traditional radio has meant time-spent-attrition for AM/FM radio stations throughout the U.S.

We have clearly seen evidence that while each new technology impacts media consumption, the cumulative effect of multiple technologies casts the most damage over time.

The above chart tracks traditional radio's weekly audience (cume) and favoriteness since 1998. It shows how audience consumption has been affected by the introduction of new audio technologies. The cumulative effect of all technologies had its greatest impact in 2005. However, the relationship between weekly cume and favoriteness (index) appears to be improving since 2005. The improving index score is a product of cume remaining fairly stable while preference for AM/FM radio approaches 2004 levels.

Now, Bridge Ratings "The Mindshare Studies" takes this data one step further by asking media consumers to rate those media they use on a weekly basis.

We asked a panel of 2200 persons 12+ to name as many media as they can which they use for at least 5 minutes per week and to rate them on a scale of 1 to 10, where 1 equals "never top of mind in my weekly choices " and 10 equals "always top of mind in my weekly choices ".

In order to make the charts easier to read, we've isolated only a few media at a time as examples.

This chart compares mindshare for television viewing and Smartphone use.

This chart compares Video game use (including Wii) with Social Networking.

Interesting to note how top of mind for social networking has skyrocketed with the proliferation of Facebook and Myspace in the middle of the decade. This chart is particularly intriguing as the core psychographic for these two media are almost identical. While gaming continues to increase in appeal, social networking is not impacted by gaming growth.

Adding traditional radio to the mix reflects significant mindshare changes over the last decade.

Smart phone use for activities other than phoning, social networking and on-line audio consumption are three of the key media that have impacted traditional radio the most over the last ten years.

During focus groups which followed this study, it was learned that on-line streaming by traditional (AM/FM) radio can positively impact share of mind. In fact, we have corroborated in this study that other than TV/Cable, traditional radio has the greatest advantage among all media included here if it utilizes multiple distribution points and various content channels.

Traditional radio's advantage remains its powerful distribution system which greatly enhances its branding on other distribution channels, particularly social networking, mobile media and on-line streaming/podcasting.

Combining the most-often referenced media into one chart gives perspective on traditional media's role in today's media consumer.

Sample: 2200 persons 12+. Interviews conducted via telephone August 4, 2009 - January 14, 2010. 22% of sample composed of cell phone respondents. Margin of error = +/- 2.1%.

Bridge Ratings is a ratings and research company based in Glendale, California with offices also in Dallas, Texas. We are dedicated to providing on-going, immediate, reliable, useable and affordable audience measurement services for the radio industry. Our methodology is based on sound consumer research principles. We are in the business of tracking listeners - not listening. Because we are a true research company we offer flexibility to our clients.

If you are interested in learnng more about these findings through a consultive relationship, please contact Dave Van Dyke at dvd@bridgeratings.com or 888.790.1102.