Hi all, I got this from another list, and thought you guys would be interested, so I'm posting this, but I'm not surprised at the research found below. Young listeners switching radios off; But CFNY programer questions StatsCan's methods to get figures on who is listening
Bruce DeMara The Toronto Star , June 27, 2007 A report from Statistics Canada shows radio listening is on the decline, especially among teenagers and young adults. According to "measurement data" from the fall of 2006, the number of listening hours was down to 18.6 per week, compared to 19.1 hours in 2005. That's a decline of about two hours compared to 1999 data. Listenership was down the most among teenagers: 7.6 hours a week, compared to 8.6 hours in 2005 and 11.3 in 1999. Among young adult men 18 to 24, the StatsCan report found listening hours per week down to 13.7 from 15.1 in 2005, and among young women, 14.6 hours compared to 15.4 in 2005. Jennifer McGuire, executive director of programming for CBC Radio, agreed that traditional radio listening has been "trending down for a while." But McGuire noted the CBC has managed to keep its audience and attract new listeners by offering alternatives like satellite radio, podcasts, downloading and listen-on-demand service. In fact, more recent figures than the StatsCan report - from spring 2007 - have given CBC's Radio One some of its best ratings ever, she added. Alan Cross, program director for 102.1 The Edge, questioned whether the current "diary" method used to collect data on radio listening habits is accurate, especially in relation to young people. It requires participants to recall programs they've listened to days afterwards, write them in a ballot and send it to BBM Canada. "We've known for a very long time that ... the methodology doesn't work very well with young people because they're much too busy and not motivated necessarily to fill in ballots," Cross said. Next year, a new electronic measurement format using a device that more accurately records radio listening habits will be used in Canada, Cross said. Marty http://www.ziff.net/404/404.htm _______________________________________________ IRCA mailing list IRCA@hard-core-dx.com http://montreal.kotalampi.com/mailman/listinfo/irca Opinions expressed in messages on this mailing list are those of the original contributors and do not necessarily reflect the opinion of the IRCA, its editors, publishing staff, or officers For more information: http://www.ircaonline.org To Post a message: irca@hard-core-dx.com