A new study from Edison Media Research examines the continuing decline in radio listening by 12-24 year-olds. The survey is a follow-up to a 2000 study on the same topic and will be published by Edison in mulitple parts.
The findings show that TSL for 12-17 year-olds has fallen by 22 percent since 1993. It was at 65 quarter-hours per week in 1993 and now sits at 51 quarter-hours. Among 18-24 year-olds, the dropoff is even greater. There has been a 24 percent decline from 95 quarter-hours per week in 1993 to just 72 quarter-hours now.
Edison also found that over 11 percent of boys 12-17 reported that they don't listen to the radio at all. The company notes that the TSL decline began in the early '90's, when many broadcasters were not targeting younger listeners. While this trend changed in much of the '90's, broadcasters have again begun focusing on older listeners and ignoring teens.
Most statistics from the Edison survey will be rolled out at their Infinite Dial blog and will be covered here on FMQB.com.