New Arbitron Survey, Same Results (mostly)
Once again, the decline is not large but it continues a downward trend from Spring 2003. The Cume (weekly) audience is up a bit.
The temptation will be to take encouragement from the increase in Cume and ignore the drop in AQH and Share. But this combination over numbers points to another drop in Loyalty. That would not be good.
All indications remain that the decrease in listening to public radio is not because of satellite radio or podcasting or some other new media.
The loss of Share means public radio is losing ground in the radio marketplace. A decline in Loyalty, if further analysis shows that's the case, means that public radio listeners are still using the radio but choosing to spend an increasing amount of the radio listening time with commercial broadcasters.