Downloading of podcasts from radio stations actually improves station and program recall by listeners.

That’s the finding in a first-of-its-kind study by the U.S. audience measurement company Bridge Ratings.

NPR (National Public Radio) and other non-commercial outlets showed a 5 percent boost in cume listening and 10 percent more time spent listening after regularly (2 or more times per week) downloading station podcasts. Bridge said results for commercial radio were even more encouraging.

Bridge President Dave Van Dyke commented: “This is the first study I know of that uncovers the true power of podcasting as a means to capture radio station listening among listeners who download podcasted radio programming. We had hoped that this technology would empower radio and this first-look study confirms that podcasting will impact listening and ratings.”

The study used a sample of 4000 persons 16+ including 2000 listeners to noncommercial radio stations such as NPR. It was conducted between January and October 2005 in Los Angeles, San Francisco, Seattle, Washington, DC, St. Louis and Miami.