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Music radio is second only to TV at retaining the loyalty of the influential 15- to 24-year-old demographic, according to new research published by five media groups.
The latest Roar panel-based survey -- which was commissioned by Guardian Newspapers, Channel 4, Emap Advertising, Carlton Screen Advertising and media buying agency OMD -- reveals that regional radio and specialist stations such as Xfm and Galaxy generally have a high percentage of committed listeners.
According to the study, between 65% and 95% of respondents said they were hardcore consumers of their favourite radio station, only slightly lower on
average than TV channels. The figure for magazines and newspapers was around the 50% mark, falling as low as 30%.
The study also revealed that 19% of those questioned view radio as the medium they prefer for escapism, ahead of ...