MarketingProfs

MediaBuyerPlanner: A study conducted by The Media Audit shows that National Public Radio ranks as the fourth most listened-to radio format.
According to the study, based on 114,035 adults conducted by telephone in 85 cities between 2005 and 2006, public radio currently has an adult audience base that is 75 percent as large as the next most popular format, news/talk radio, MediaPost reports.
The finding is surprising in that, contrary to popular belief, it shows that the audience for public radio has been expanding, not eroding.
The Media Audit, which uses a smart cell-phone-based measurement system, is one of two major research firms competing in the radio industry to develop a new, portable measurement system. The other firm, Arbitron, recently signed a long-term agreement with CBS Radio for its portable people meter-based radio ratings service.