More Platforms Equal Bigger Audience
Arbitron and ESPN released a PPM study yesterday that confirms what everybody had already had already assumed. When you have a television network that broadcasts and cross-promotes your radio morning show, you'll garner more listeners. According to the Arbitron PPM study, ESPN's nationally syndicated morning show Mike & Mike had a weekly cume audience of 4.7 million from November 2011 to April 2012. Inside those numbers, radio delivered more.
Arbitron's cross-platform study detailed how fans in markets measured by the Arbitron Portable People Meter service listened to Mike & Mike on radio and watched the simulcast on ESPN2 cable television. Radio delivered 2.3 million exclusive weekly listeners; cable TV, 1.6 million exclusive viewers; and 800,000 fans accessed the show both on radio and cable television.
This study also confirms, perhaps, that radio remains very strong in the automobile "Radio remains the quintessential out of home medium," the release says. "59 percent of the Persons 6+ average quarter hour audience for radio listens outside of the home. Only 5 percent of the average audience delivered by cable TV came from out from home locations."
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