MediaAudit

My first post... a study by the The Media
Audit...obtained by one of the media production team
for Alternative Perspectives, in preparation for the
debut broadcast in October. Giving us a preview about how well this new show will do...

Wednesday, August 9, 2006

NPR: An Oft Unreported, But Formidable Airwaves
Presence

According to a telephone study of 114,035 adults
across 84 cities in 2005 and early 2006 recently
released byThe Media Audit, National Public Radio is
the 4th most listened to radio format.

Bob Jordan, president of The Media Audit, commented
"Listening to public radio has been growing steadily
over the past 20 years.... Awareness of public radio's
growth as a format (though) has not been that visible
since data for public stations are not reported in th
primary audience ratings service. Today National
Public Radio garners an adult audience 75% as large as
News/Talk, the largest format in the nation."

Radio Weekly Audience

Rank Format Weekly Adult Audience (millions)

1 News/Talk 19.4

2 Country 18.5

3 Chr 17.2

4 NPR 14.7

5 Dance 13.6

6 Classic Rock 12.1

7 Rock 11.6

8 R&B - Urban 11.2

9 Religious 11.0

10 Talk 10.1

Source: MediaAudit/Ipsos, 2006

"Programmers of commercial radio stations need to know
who their competition is" says Jim Higginbotham,
Chairman and head of research at The Media Audit.
"Public radio stations are not a big factor in terms
of the ad dollars they take from commercial radio,
however public stations can be a big factor in
garnering audience. And ultimately that can cost
commercial radio revenue. National Public Radio
stations edged ahead of Country as the number two
format for adults' in "most listened to" stations."

Radio Listened To Most Often (millions)

Rank/ Format/ Audience/

1 News/Talk 11.1

2 NPR 8.6

3 Country 8.4

4 Religious 6.1

5 Talk 5.1

5 CHR 5.1

5 Dance 5.1

8 R&B - Urban 4.3

9 Rock 4.2

10 Classic Rock 4.0

Source: MediaAudit/Ipsos, 2006

Of the top 10 formats, National Public Radio is the
top format converting listeners into loyal listeners.

Conversion to Most Often Listener

Weekly Cume(MM) Most Often Listened To(MM) Conversion
Ratio(%)

NPR 14.7--- 8.6 --- 59%

News/Talk 19.4--- 11.1--- 57

Religious 11.0--- 6.1--- 55

Talk 10.1--- 5.1--- 50

Country 18.6--- 8.4--- 45

R&B - Urban 11.2--- 4.3--- 38

Dance 13.8--- 5.1--- 38

Rock 11.6--- 4.2--- 36

Classic Rock 12.1--- 4.0--- 33

CHR 17.2--- 5.1--- 30

Source: MediaAudit/Ipsos, 2006

Anti-Gay Billboard Suit Likely To Go ToSupreme Court
365 Gay: "(New York City) A conservative pastor who isbattling Staten Island for ordering the removal of a billboard containing aBiblical condemnation of homosexuality says he is prepared to take the fight allthe way to the US Supreme Court. "

Evangelicals Divided On Gays, Other Issues
365 Gay: "(New York City) University of Akron polling finds evangelical Protestants are thelargest segment of actively religious Americans, outnumbering Roman Catholics.But the definition of ``evangelical'' is open to dispute."

IowaLawmakers Rebuffed In Gay Marriage Case
365 Gay: "(Des Moines, Iowa) An Iowa judge on Wednesday told a group of legislators -all but one Republicans - that they have no right trying to intercede in alawsuit over the constitutionality of same-sex marriage."