Study: Rush Limbaugh Dominates Talk Radio
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Study: Rush Limbaugh Dominates Talk Radio

Talk-show host Rush Limbaugh still dominates the radio talk show business, a new study finds.

According to a recently released survey by the Benchmark Company, Limbaugh was "the most widely identified radio talk-show host" in America - with some 94 percent of Americans indicating they know who he is.

Satellite radio shock jock Howard Stern was a close second, with 89 percent of Americans saying they could identify him.

But the Benchmark study also noted a general decline in the ability of regular talk radio listeners to identify other nationally syndicated hosts.

"With the exception of a few, well-established icons like Limbaugh and Stern, it may well be that the number of nationally syndicated radio hosts has gone past the point where the average listener can absorb all the names," said Dr. Rob Balon, CEO of Benchmark.

The study of 1120 regular listeners of AM and FM talk radio was the third installment in the Benchmark series on talk radio that began in 1994.

In addition, the study found that there were more listeners who classified themselves as political moderates and fewer who identified themselves as conservatives.

Another surprising finding was the perceived importance of local radio talk hosts. Sixty-nine percent of respondents mentioned a local host when asked who their favorite radio personality was.

"Local hosts talk about things that impact folks on their own turf," explained Balon. "Sometimes it is politics, sometimes water cooler stuff, but it is what the listener relates to."

The study also addressed the role of the Internet and of technology in talk radio. 49 percent of respondents said they'd consider a monthly subscription if their favorite host went to a satellite station. And 65 percent mentioned visiting their favorite talk station's Web site while 19 percent said they at least occasionally listened online.

News Max.com ~ Carl Limbacher ** Study: Rush Limbaugh Dominates Talk Radio