"Contrary to media industry myth, radio listening has been positively affected by new technology."
Today every computer, virtually every MP3 and iPod, and any cell phone capable of downloading apps is streaming radio’s over-the-air content.
Which helps explain why approximately nine out of 10 people of all age groups listen to radio each week, far more than any other medium except broadcast television (RADAR 103, December 2009).
And why the average person spends between about two and a half to three hours or more each day with broadcast radio (Nielsen, RADAR, Arbitron, Scarborough and The Media Audit).
In fact, people spend more time with broadcast radio than they spend with any other form of audio (Council for Research Excellence’s "Video Consumer Mapping – How U.S. Adults Use Radio and Other Forms of Audio," October 29, 2009).
Virtually all of that radio listening is done live, in real time. It's the only mass medium that can make that claim.