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Navigauge Consumer Behavior Index Reveals More Consumers Deck their Radio Dials with All Holiday Music Stations


ATLANTA, GA -- Dec. 21, 2004 -- Navigauge, a leading media and market intelligence company, today released its monthly Consumer Behavior Index(R) (CBI) results detailing the impact that switching to continuous holiday music formats had on consumers’ in-vehicle radio habits. The Consumer Behavior Index is the media industry’s first independent and reliable passive measurement source of consumer in-vehicle radio listening behavior data and intelligence. This month’s data reveals that by the week following Thanksgiving, the three Atlanta FM stations that had switched from their regular formats to continuous holiday music saw their combined share of listening in Atlanta increase nearly three and a half times.

December Consumer Behavior Index Highlights Include:

-- The three Atlanta radio stations (WLTM 94.9 FM, WSB 98.5 FM and WFSH 104.7 FM) that switched to a continuous holiday music format realized an increased audience of 10 percent among Atlanta drivers compared to 3 percent with their non-holiday music formats running in mid-November.

-- A combined 23 percent of Atlanta drivers, 752,000 persons 16+, tuned into these three stations at least once during the first week following Thanksgiving.

-- As many as 408,000 different drivers tuned in to these stations during a single weekday, representing a nearly 12 percent increase versus the typical 365,700 drivers tuning in to these stations on the typical weekday in prior weeks.

-- One station in particular demonstrated significant strength as the total number of people who tuned in to it at least once each day increased 65 percent (from 119,000 to 196,000) over pre-Thanksgiving tuning.

-- While the daily cume (the total number of different listeners) for the other two stations remained flat, it appears that people who previously listened to only one of the stations are now listening to two or all three holiday music stations.

-- In addition, 12 percent of all Atlanta listeners made one of these holiday music stations one of their top three favorite stations.

-- While committed listeners who spend more than 50 percent of their tuning time on these holiday music stations tends to be Caucasian, female and slightly older, the evidence shows that the holiday music format is attracting listeners from across the demographic spectrum.

“Our data shows that specialized seasonal formats can be effective for stations, an opportunity for advertisers and enjoyed by listeners,” says Ted Hawthorne, senior vice president of research for Navigauge. "Our ability to deliver timely, relevant new data, such as information on seasonal formats, enables stations and advertisers to predict with greater accuracy and to take advantage of changing dynamics in the marketplace.

About the Consumer Behavior Index

Navigauge collects and aggregates the data for the Index through combining the company’s statistically valid Atlanta-based panel with its in-vehicle passive monitoring device that captures in-vehicle listening activity with no distraction to the driver or exhaustive data entry. The Consumer Behavior Index data provides advertisers with information on consumer behavioral patterns that will allow them to make smart, effective radio buys to reach their target audience. In 2005, Navigauge will expand its service, providing real-time data from as many as five of the top ten markets. The Consumer Behavior Index is distributed monthly to industry analysts and trade media. Navigauge customers receive The Index free of charge. To view the full November Consumer Behavior Index, visit

About Navigauge Inc.

Navigauge is an Atlanta-based media and market intelligence company that provides the most in-depth understanding of consumers’ in-vehicle media consumption, mobility patterns and retailer interaction available today. Its management team brings more than 75 years of successful leadership in the media and research industries. For more information, visit


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