42 Million Americans Listen to Radio Every Week

Friday, April 24, 2009

42 Million Americans Listen to Radio Weekly on Digital Audio Platforms

The latest study by Arbitron and Edison Research shows continued growth in usage and ownership of various forms of digital audio platforms, including online radio, iPod/MP3 players, and podcasting. The weekly online radio audience increased significantly in the past year to 17% of the U.S. population age 12 and older; up from 13% in 2008. On a weekly basis, online radio reaches 20% of 25-to-54 year-olds; up from 15% in 2008.

Bill Rose, senior vice president of marketing, Arbitron Inc., says "The sharp growth in weekly usage of Online radio... provides compelling evidence that radio's digital platforms may be reaching critical mass. We are... seeing encoded streams of AM/FM broadcasts with significant audience in local markets."

Key findings from The Infinite Dial 2009: Radio's Digital Platforms, include:

More than one in five radio listeners (21%) say AM/FM radio has a big impact on their lives; ranking second only to owners of the Apple iPhone in particular (23%) and cell phone owners in general (47%) as the audio platform/device that has a big impact on people's lives.

Online radio listeners are more likely to be upscale, well-educated and employed full time;

- 54% of weekly online radio listeners are employed full-time (compared to 43% among persons 12 and older);
- 16% of weekly online radio listeners live in homes with an annual income greater than $100,000 (vs. 10% among persons 12 and older);
- 37% of weekly online radio listeners have a college degree or higher education level (vs. 29% among persons 12 and older).

Weekly online video viewing among persons age 12 and older is up significantly in the past year, from 18% in 2008 to 27% (approximately 69 million) in 2009.

- 34% of persons age 12 and older report having a profile on Facebook, MySpace, LinkedIn, or any other social networking Web site, up from - 24% in 2008
- 63%  of teens age 12-to-17 report having a profile on these social networking sites
- 64% 18-to-24 year-olds have a profile on these social networking sites.

iPod/portable MP3 player ownership and iPod use continues to grow dramatically.

- 42% of persons age 12 and older own an iPod or other brand of portable MP3 player

- 64% of 18-to-24 year-olds own a digital audio player

- 32% of teens age 12-to-17 and persons 18-to-24 are spending less time with over-the-air radio specifically due to time spent with iPod/other portable MP3 players

- 22% of Americans age 12 and older have ever listened to an audio podcast

- 11% (27 million) reported having listened to an audio podcast in the past month in 2009

Tom Webster, vice president of strategy and marketing, Edison Research, concludes that "... consumer use of new digital platforms... is becoming nearly ubiquitous... a window of opportunity for radio to... spread its content across the expanding choices consumers use to control their media experience."

The complete study, The Infinite Dial 2009: Radio's Digital Platforms, may be downloaded free of charge via the Arbitron and Edison Research Web sites linked here.

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We use the term research in the broadest possible sense. We do not perform an audit, nor do we analyze the data for accuracy or reliability. Our intention is to inform you of the existence of research materials and so we present reports as they are presented to us. The only requirements we impose are that they are potentially useful and relevant to our readers and that they pass the rudimentary test of relying on acceptable industry standards. We explicitly do not take responsibility for the findings. Please be aware of this and check the source for yourself if you intend to rely on any of the data we present.

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Brand Manager Pushes Life and Brand to Extremes

Hansen Beverage Company Brand Manager Pushes Life and Brand to Extremes

Corona, CA, April 06, 2009 -- Steve Jugan Crowned Executive Level Crossover Athlete 2009 Push Champion.

When Steve Jugan Allied Brand manager for Hansen's Beverage Company decided to make Lost Energy the title sponsor for an ultimate actions sports adventure game, he decided to show his true and pure dedication by walking the walk or should we say Board, Ride, Bike, Skate, Wake and Surf. Jugan from Yorba Linda, California joined a group of other action sport junkies to do something that has never been done before and be part of The Push-Lost Energy invitational. The Push is a one day, non-stop "Hexathlon" of action sports designed to literally push an athlete both mentally and physically from one event to another for 15 hours straight across 160 miles of some of Southern California's most beautiful locations.

Jugan, the self-professed action sports enthusiast and native of California, has spent most of his life in the snow, dirt and surf, so when the founder of The Push Bob Krause and partner Marco Thompson approached him he was sold. "I get a ton of pitches from people with a lot of ideas, but I had never heard of an event quite like this one," said Jugan. Convinced that the event catered to hit his target demographics and psychographics, he offered his event prowess to the table and became the title sponsor. "The Push is a wicked combination of six of the most popular action sports - Snowboarding, Motocross, Downhill Mountain Biking, Skateboarding, Wakeboarding and Surfing - all mixed up into a day long adventure," says Krause, the creator of The Push. This concept was devised by him and his 18 year old son Ryan as the ultimate father-son bonding experience in which they completed 23 non stop action sports while traveling over 300 miles across southern California all in one day.

The Push was held on March 28, 2009, participants included Amateur and Pro athletes as well as a mix of sport enthusiasts and business executive types all hoping to be crowned the worlds best crossover athlete. Participants arrived Friday night March 27th at the Lake Arrowhead Resort for an evening of schmoozing, food and some basic training. At 8am the next morning they were on the slopes and ready to roll. From that point on participants drove from location to location showing off their very best to the judges while the event organizers had every type of board and bike waiting for them at each location.

"I can't wipe the smile off my face, 2010 is going to be unreal," says Jugan. "Only in So-Cal can you be on the slopes in the morning, ride the desert in the day and then surf until the sun goes down.

To learn more about the Push, go to

www.lostenergydrink.com/newswww.lostenergydrink.com/news www.thepushgames.com or check out their blog at http://thepush09.wordpress.com

Contact Information
Lost Energy Drink
Steve Jugan
951-280-3241
steven.jugan@hansens.com
www.lostenergydrink.com