Bridge Ratings has just released the results of an ambitious study of media choices by lifestyle. The survey was conducted from April 2009 to April 2010 with a sample size of 7,000 persons 15+. Despite all the doom-and-gloom talk about terrestrial radio trailing the field in this new age of all things digital, the primary finding of the study shows traditional radio is still the most-widely preferred medium. Other findings include traditional radio being the most compatible media with social networking and MP3 players being the most incompatible media source with traditional radio. The media options in this study included traditional radio, internet radio, MP3 players, satellite radio, podcasting, smartphones and social networks...
Of all the lifestyle clusters studied, "Blue Blood Estates", "Movers & Shakers" and "Upward bound" have the highest preference for traditional radio. Bridge points out that terrestrial radio has the greatest penetration (93%) of the U.S. population, which might account for the dominance of that medium. Other clusters studied include "Young Digerati", "Country Squires", "Executive Suites", "Second City Elite", "Bohemian Mix", "Kids & Cul-de-Sacs" and "Young Influentials." Don't blame Bridge for the cluster names, blame Nielsen. It was their lifestyle designations defining neighborhoods that Bridge used in their study...
Other findings include internet radio's greatest strength coming from "Bohemian Mix" and "Young Influentials." Across all current defined lifestyle clusters where internet excels, internet radio over-indexes in 20 clusters where 40 to 80% of their listeners are. Satellite radio's top clusters were "Upward Bound" and "Bohemian Mix." MP3 players mostly fell in the "Executive Suites" and "Young Influentials" clusters. It was interesting to note that MP3 players ranked lowest with the compatibility of traditional radio. Bridge says these two media are diametrically opposites in terms of usage. MP3 players siphoned time-spent-listening from radio more than all others tested. Podcasting ranked second. Of all the media alternatives tracked in the study, Social networking's profile is similar to traditional radio's in its pervasiveness in communities across America...
Bridge sums it all up by adding that "rather than thinking of these alternatives as competitors, it is important to view them as valuable tools that will enable traditional radio operators to reach today's migratory media consumer." Now how can you argue with that finding???
10 Timeline Memories:
1.1824] On the avenue, Fifth avenue: Manhattan's 5th Avenue is opened to the public. Here's a more recent visit to 5th Avenue...
2.1921] Not guilty: A jury in Chicago acquits several former members of the Chicago White Sox aka "Black Socks" and two others of conspiring to defraud the public by throwing the 1919 World Series...
3.1943] PT-109: The PT-109 commanded by Lt. John Fitzgerald Kennedy sinks after being sheared in two by a Japanese destroyer off the Soloman Islands. JFK is credited with saving members of his crew...
4.1961] Now headlining: The Beatles begin their engagement as regular headliners at Liverpool's Cavern Club. They will perform about 300 shows over the next 4 years...
5. 1979] Oh Captain, my captain: Yankees captain, 31-year old catcher Thurman Munson dies when his private jet crashes near the Canton (OH) airport. The baseball world is stunned by his death...
6.1985] Jumbo jet down: A Delta Air Lines jumbo jet crashes while attempting to land in Dallas, killing 137...
7.1987] It's Snow White in August: "Snow White and the Seven Dwarfs" is re-released. The film was 50 years old at the time of its re-release...
8.1992] Going to Hall: 'The Franchise' aka George Thomas Seaver of the Mets enters the MLB Hall of Fame with the highest percentage (98.84%) of votes in HOF history...
9.2000] Reps pick ticket: George W. Bush and Dick Cheney are chosen to run for president and vice president respectively...
10.2007] Recall: Mattel recalls nearly a million Chinese-made toys from its Fisher-Price division that were found to have excessive amounts of lead...
Music Memories:
•1960] #1 on this date: "Itsy Bitsy Teenie Weenie Yellow Polka Dot Bikini" - Brian Hyland...1971] "How Can You Mend A Broken Heart" - Bee Gees...1981] "Jessie's Girl" - Rick Springfield...
"Happy Birthday...happy birthday": Tim Wakefield (44), Mary-Louise Parker (46), Victoria Jackson (51), Butch Patrick (57), Lance Ito (60), Joanna Cassidy (65), Kathy Lennon (67), Wes Craven (71), Garth Hudson (73) and Peter O'Toole (78)...
Timeline Countdown: 6 days until the Pro Football HOF induction & 1st NFL pre-season game, 35 days until Labor Day & 38 days until the NFL kicks off the new season with Minnesota at New Orleans...
