Radio giant Clear Channel and media agency MediaVest have teamed up for a study of how people listen to music and radio in the US, with the headline findings being that a.) people choose what to listen to according to the time of day and current activity, and b.) that “time spent across audio platforms continues to increase and growth in audio is predominantly additive”.


The study also claims that “In the car” is the most popular location for listening to audio; that broadcast radio is the most popular audio platform; and that 63% of teenagers listen to more than two audio platforms a day.

Oh, and also that “The most appealing audio ads are related to listeners’ favourite music, delivered at relevant times and customised to the specific audio platform”. Which obviously plays into Clear Channel’s business, but if the study stands up, it’s also good news for Pandora, iTunes Radio, Spotify and other ad-supported services.

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