A new Bridge Ratings consumer study of current terrestrial radio listeners finds that radio stations that aggressively embrace, utilize and market new digital technologies enhance their competitive position against other terrestrial radio stations as well as against the stand-along digital technologies.

“Its is clear to us that this sample of radio listeners gravitated more positively to their favorite stations which were effectively utilizing these new technologies to enhance the listening experience,” explains Bridge Ratings’ President Dave Van Dyke explains. “Those stations that seamlessly incorporate podcasting, for example, as another way of enjoying their programming, are enjoying stronger listener loyalty.”

The sample of 2000 listeners 12-64 years of age were asked to compare their listening habits against one year ago (August 2005). 42% of those interviewed said they were listening to their favorite radio station more than they were a year ago. In 63% of the cases where there was increased tune-in and/or longer time spent listening to their favorite station, listeners’ total listening experience had improved by that station’s use of its Internet web site, streaming audio or podcasting.

How to read: Of those who said they were listening to their favorite station more than they were a year ago, 32% were using the station’s web site more).

“Almost two-thirds of the stations with improved loyalty scores saw these increases as a direct function of the additional digital tools the stations used,” continues Van Dyke. “As terrestrial radio embraces these technologies and aggressively markets them, listeners are responding positively. The next three years present a window of opportunity for terrestrial radio to retool and effectively compete in this digital age.”

Verbatims from survey interviews:

Frank, 20, Favorite Station: Alternative Rock Radio

“I’d given up on regular radio. When a friend sent me a link to a different-sounding internet station sponsored by the local rock station, I found myself listening to (KXXX) more often to hear about their alternative stream.”

Melinda, 38, Favorite Station: Talk Radio

“My favorite station is talk. They have these great hosts, but I can’t always catch all of their programs. The station sends out a podcast of the hosts’ shows, so if I miss anything while I’m driving or at the office, I’ll know I’ll always get to hear it.”

Gary, 25, Favorite Station: Rock Radio

“The morning guys on my favorite rock station do a “behind-the-scenes” type of podcast every day after their regular radio show. It gives me a peak behind what I hear on the radio and it’s funny as hell. It’s definitely cool. I didn’t realize they were nuttier off the air!”