The vast majority of media buyers believe terrestrial radio is not threatened by new media. That's the finding of a poll by Media Life. They say services like Pandora, internet radio and satellite radio will “skim off some traditional listeners but their appeal is limited” and 26% say “those people inclined to listen to them have already switched over."
But media buyers also believe that these services have already had an impact on radio. 50% believe that internet radio is becoming more popular and that satellite and HD have small but devoted audiences. 11% say the impact of those newer services are forcing terrestrial radio to become more innovative, while 39% agreed with the statement that new services are “still dominated by early adopters, and they are too expensive or narrowly targeted to move into the mainstream anytime soon.”
Revenue for terrestrial radio stations and radio station groups has finally begun to pick up, after nearly a dozen consecutive quarters of negative growth.
Read more at Media Buyer.
