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Mike McVay , President, McVay Media
Mike McVay is founder and President of McVay Media, a full-service consultancy, serving Adult Contemporary, Country, CHR, Oldies, Rock, Sports, and News/Talk radio stations. McVay’s 35 years of broadcast experience include stints as an Owner, General Manager, Program Director, and Air Personality.
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Over the past few years, it’s been difficult to ignore the vast amount of publicity generated by satellite radio, which has raised the question “How much do people listen to satellite radio?”
Now, for the first time, Arbitron can bring you that answer!
In the Fall 2006 survey Arbitron introduced new instructions in the Arbitron diary that ask respondents to record their satellite and Internet radio listening in addition to their listening to over-the-air AM/FM radio.
Bottom line:
Out of the nearly half a million diaries from the fall, satellite radio channels had 3.4 percent of the quarter-hours (rough equivalent of share). Remember, there are hundreds of channels, and this is the SUM TOTAL of all the satellite radio listening recorded by diary-keepers. In fact, the fall diaries included listening to 297 channels. The highest-rated channel had a 0.2 percent share, and the average was 0.009 percent, which is lower than our Minimum Reporting Standards.
Satellite radio listeners are heavy listeners to RADIO IN GENERAL. They listen for an average of 33 hours a week to all of radio (including satellite, Internet and AM/FM radio), compared with the national average of 19 hours. Plus, satellite listeners spend more time listening to AM/FM radio (14 hours) than to satellite radio (10 hours 45 minutes).
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