March 13, 2006

Time Spent Listening to the Radio ‘Yesterday’

Local phone survey Local diary results Local observed results
Half hour or less 6.9 6 6.9
30-59min 6.6 13.3 21.9
1-2hrs 20.3 20.1 13.9
2-3hrs 7.9 8.1 18.3
3-4hrs 5.1 7.1 6.5
4+hrs 10.9 18.2 15.7
Did not listen 42.2 27.2 17

The research method used dramatically influences the findings in trying to understand how much people listen to the radio. Direct observation tends to suggest people consume more radio than they recall on surveys or record in ratings “diaries.”