The Power of Radio!
New Research Confirms the Power of Radio
May 10, 2013: RadioInk Magazine
For what seems like years now, radio executives have been saying “We need to tell a better story.” It was almost as if everyone wanted more information about the power of radio but nobody was willing to go out and produce that information. Until now. Clear Channel says it partnered with Latitude Research and OpenMind Strategy on comprehensive research that concludes radio remains very popular across multiple platforms. And the research says several key groups – including millennials and generation Z – remain especially attached to radio, finding it “trustworthy,” “human,” and “relate-able”
The study, called “The State of Listening in America,” is also in line with what Arbitron has been saying for several years. According to the research, 92 percent of Americans regularly tune in to AM/FM radio and much of this listening happens at or near a place of purchase – radio’s significant and “unique selling proposition.” Additionally, 85 percent of listeners feel radio is more accessible than ever, which demonstrates that digital media has fueled category growth and expanded radio’s accessibility and relevancy.
The study also says listeners enjoy connecting with their favorite stations and on-air personalities via social media. And a majority of listeners view on-air personalities as local celebrities and reported that DJs engage listeners regularly on both digital and broadcast platforms. “It’s gone from calling in [to the station], to texting, to Twitter,” said one participant. “It keeps getting easier” [to be part of the radio station’s community].
Clear Channel CEO Bob Pittman said, “This research confirms that radio’s reach and appeal remain strong regardless of the platform, geography, ethnicity, or age group. American listeners – particularly younger generations – feel a strong connection to their favorite on-air radio personalities – which is made stronger by social media – in a way that isn’t replicated by other media.” Listeners also revealed that they prefer on-air advertising that is creative, humorous, leverages on-air talent and is generally ‘more like radio’.”
Clear Channel partnered with Latitude Research and OpenMind to survey more than one thousand respondents. Dr. Radha Subramanyam, EVP, Insights, Research and Analytics at CCM+E said, “This is the first time the industry has looked so closely at the state of audio in America today. The study represents a major step forward in understanding how hundreds of millions of Americans engage with radio and audio content and advertising every day.”
The report also includes insights gleaned from live focus groups, ethnographies, and journals from Americans across the country. Here are some of the highlights from the study:
- 92 percent of all respondents listen to radio at least once a week.
- 69 percent agree “streaming services do not replace radio.”
- 80 percent say radio is helpful in discovering new artists or songs.
- 82 percent say the first thing they do when they get in a car is turn on the radio.
- 66 percent agree that their favorite radio stations reflect who they are as a person.
- 78 percent agree that radio has the power to make a difference in the community.
- 72 percent believe radio is more community-oriented than TV.
- 85 percent say radio is more accessible than at any time before and 78 percent say they can access radio anywhere.
- 72 percent believe that radio feels more “human” than the Internet and 65 percent believe it is more “personal” than TV.
- 71 percent say radio is a part of their daily routine.
- Radio advertising is viewed more positively than ads on TV, Internet, and mobile apps.