Podcasting Boosts Radio Audiences
Written Jul. 11, 2008 by Tom Webster in with 0 Comments
James Lewin at Podcasting news tips us to this study, from Ipsos Mori, with data suggesting that podcast consumption boosts radio listening. The data is actually a bit of a mixed bag, but 15% of podcast listeners indicated that they were listening to more live radio since they began downloading podcasts, as compared to 10% who report listening less. Almost 40% of podcast users reported that they were listening to radio programs that they had not previously consumed. And in the glass half full/half empty department, "only" 31% indicated that they would pay for ad-free podcasts. My bet is that the podcast/radio listening correlations are just that--correlations, but any positive news associating new media consumption with increased radio consumption is just what the ole' stock market needs right now.
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