Radio people will disagree, but is valid...... today's numbers include what has been left over from 10, 20, 30 years ago. What do I mean? Today these people listen to radio. It does not reflect the money they have or the loyalty to terrestrial radio. In all of those numbers, what is the household income? Are these P1 (primary) listeners of radio? Or is this their 3rd choice after YouTube, streaming and Spotify? The numbers might be high, but is the value? Most likely, no. Do people listen to 20 minute stop-sets? Or only when forced to do so in a car and have no access to the dial or a device of their own to listen to?

In 2000 I was listening to Energy 92.7&5. There was no other format on the dial to compete it. Online streaming was still in its infancy. but BCR would stream like crazy to those that could hear it! The jocks on Energy would make club and business appearances, all the time. What stations still do that? Nearly none, because there are no more like jocks on air and they are no longer connecting to the audience!

Z