Katz Remixes Arbitron Data

The rep firm has loaded the most recent Arbitron data into its digital Osterizer and has come up with some tasty data. To wit, broadcast radio continues to dominate all listening, boasting 243 million listeners per week—that’s over 92% of all listening—while digital streaming accounts for only a little under eight% of all audio listening.

According to Katz Radio Group EVP/Radio Analysis and Insights Mary Beth Garber, “Broadcast radio is losing listeners—in fact, just the opposite—which makes it clear that digital listening actually represents incremental listening. So as digital listening continues to grow, it is an expansion of broadcast radio listening—additive to it rather than a substitute.”