Kurt ties radio listening declines to more spots, less promotion

Kurt Hanson's Radio And Internet Newsletter analyzed six years of Arbitron radio ratings in the 94 markets and found a 14% decline in at-home radio listening, while in-car listening has increased 3%. 40% of all radio listening is done at home. Kurt says, "it looks as if radio is having real and not insignificant audience declines" begnning before the advent of satellite radio. What's happening? The data seems to show that the sharpest decline began in 1999 just as spotloads were increased and marketing decreased. At-work listening is also down with the biggest drop happening in 2003 in concert with the increased popularity of Internet radio.