Digital Audio World

Musings and information on podcasting, digital audio, online streaming audio and home studio recording from Tim 'Gonzo' Gordon of

Monday, November 14, 2005

Podcast Listeners Consume More Terrestrial Radio

Bridge Ratings just finished a ten-month study on how podcasting affects radio listening habits and - surprise! - podcasting actually increases radio station listening. A few of the details: listeners to commercial radio stations saw a seven percent rise in cume (?), and a fifteen percent bump in TSL (time spent listening) per week. Even public radio fared well in the survey.

Why the increase? It appears that the re-packaging of various radio shows as podcasts is a great branding tool. Not only does it give listeners a chance to hear some favorite personalities and shows again - or on their own schedule, it helps recycle the listeners back to the radio station. Podcasting also undoubtedly offers a chance for listeners to archive some of their favorite bits over time, and even burn CDs and share them.

I know that type of thing happens, because I do the same with a friend or two of mine, who don't have computers. I turned them on to Brian Ibbott's Coverville, but since they don't have an iPod or a PC, I have to burn them on to a disc.


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