CMDC Media Digest, 2015-2016
100 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL AUDIO Changes in Tuning More Audio Options and Declining Tuning to Radio It is no secret that radio tuning has declined slightly especially against teens and young adults Again that is not a direct result of new technology Many markets do not have the population base large enough to support a youth skewed station simply because the advertising revenue does not target those demographics and will not support the revenue required by those formats Those tuning drops are also not necessarily going to other media MTM suggests that it may simply be shifting and is being captured by online audio options Yet it also doesnt appear to affect how people are using iTunes as downloads and use is still on the increase again reinforcing the growth of non personal library audio hours Weekly Average Hours Tuned By Age Demographic A18 24 A25 34 A35 44 A45 54 A55 64 A65 25 5 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Percentage Source Numeris fall surveys
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