For Immediate Release
Monday February 13, 2006
Depends on Whom You Ask?
At the ten year anniversary of the Telecommunications Act of 1996 this month,, Bridge Ratings asked four intimately involved groups of people whether radio is better off since consolidation took the radio industry by storm in February of 1996. The study was conducted between October 1, 2005 and January 31, 2006.
Bridge Ratings interviewed members of the following groups on a variety of traditional radio station aspects:
- Listeners
- Members of Congress
- Radio Group Management
- Advertising Agencies
We asked participants to rate the radio industry on a scale of 1 to 5 where 5 represented "Radio has greatly improved" and "1" represented "Radio is worse off than 10 years ago".
Participants were asked to rate their opinions on the following:
- Community Integration
- Variety of Programming Offered
- Number of Commercials
- Overall Listenability
- Listening More Than 1 year ago
- Effectiveness of Advertising (asked only of Advertising Agency Buyers)
- Impact on Cost of doing business (asked of Radio Group Head Management)
- Impact on Profit/Revenue (asked of Radio Group Head Management)
1996 TeleCommunications Act
| |
Listeners |
Congress |
Grp Mgmnt |
Ad Agencies |
| Community Closeness |
3 |
2 |
4 |
3 |
| # Commericals |
2 |
4 |
3 |
5 |
| Overall Listenability |
4 |
3 |
4 |
3 |
| Listening vs Yr Ago |
4 |
2 |
4 |
3 |
| Impact on Op Costs |
X |
X |
4 |
X |
| Impact on Prof/Rev |
X |
X |
3 |
X |
| Advertising Eff |
X |
X |
4 |
2 |
Read more.
*Sample size
Listeners - 2000, Congressional members - 30, Group Management - 25, Ad Buyers = 40
Bridge Ratings is a ratings and research company based in Glendale, California. We are dedicated to providing on-going, immediate, reliable, useable and affordable audience measurement services for the radio industry. Our methodolgy 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
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