Tuesday, May 23, 2006

Podcast listeners declining - Bridge Ratings

Bridge Ratings, a company that provides the radio industry with fresh and reliable audience measurement, recently reported that podcast listenership is declining.

The article said that while the 12-34 age group saw improvements, those over 35 years old listens to less and less podcasts. In particular:

"Company President/CEO Dave Van Dyke said the percentage of the 12-24 demographic that said they had listened to a podcast in the last 30 days had a sharp upswing, moving from 53% to 60%, and that 25-34-year-olds improved from 45% to 49%. But podcast use among respondents 35+ and overall 12+ continues to decline."

Seems like double-speak to me. Either the numbers are improving or they're declining. Don't tell me that they're improving for one age bracket, then in the same breath say that it's declining overall.

I love numbers, but clarity is even better.

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