recent Audience Attrition study in the US by research firm Bridge Ratings & Research shows that terrestrial radio is gradually making a comeback despite the slew of digital music media like MP3 players, internet radio and satellite radio.

The research study, which has been tracking listener behaviour since January 2004, belies what was taken for granted - that digital media would leave no space for terrestrial radio. However, the numbers tell a different story. During the July-September 2004, 25-49 year olds surveyed were spending 65 quarter hours (that is, a 15-minute slice) per week* with traditional radio (AM/FM) and 43 quarter hours per week with alternative music media. During the same period in 2005, traditional radio usage among this group increased to 67 quarter hours per week while their use of alternative media also slightly increased slightly to 46 quarter hours (see Chart 1).... more