Time Spent Listening to Broadcast and Internet Radio – No Comparison

NOTE: I made a major error in this analysis, failing to see that the Ando chart represents total listening hours in a week (in millions), not average time spent listening per week. My apologies and thanks to Larry Johnson of Paragon Media Strategies for bringing it to my attention. I then looked around to see if I could provide any data comparing TSL of broadcast to TSL of Internet radio. It turns out that AndoMedia’s monthly rankers provide TSL per session, but not TSL per week, which is what Arbitron makes available in its Radio Today Study.

Corrected post:

Listeners to broadcast radio spend about 15 hours per week listening, according to Arbitron‘s 2009 Radio Today Study.

Source: Arbitron's Radio Today 2009

Most Internet radio stations measured by AndoMedia see listeners average sessions lasting 1-2 hours, although that does not factor in how many sessions they are logging per week and so cannot be compared to the data above.

Although it’s remarkably close in time spent listening to both platforms, that listening takes place in very different locations, with most online listening occurring at home and work, and most broadcast listening taking place in the car, followed by home, other, and work.

Nielsen Chart, IAB's Digital Audio Report

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