CCM+E Survey Shows Great Consumer Satisfaction With Radio
May 10, 2013 at 4:00 AM (PT)
CLEAR CHANNEL MEDIA + ENTERTAINMENT (CCM+E) has commissioned a study on the State of Listening in America from LATITUDE RESEARCH and OPENMIND STRATEGY, which has confirmed radio’s continued, widespread popularity, particularly among Millennials and Generation Z, who listen to radio regularly and describe it as "trustworthy," "human" and "relate-able."
The research -- which polled "more than 1,000" respondents -- also reveals that listeners enjoy connecting with their favorite stations and on-air personalities via social media, illustrating how social media has made radio increasingly interactive and personal.
The study shows that 92% of Americans regularly tune in to AM/FM radio and that much of this listening happens at or near a place of purchase -- radio’s significant and "unique selling proposition," according to advertising icon DAVID OGILVY. Additionally, 85% of listeners feel radio is more accessible than ever, which demonstrates that digital media, most notably iHEARTRADIO, has fueled category growth and expanded radio’s accessibility and relevancy.
Listeners also revealed that they prefer on-air advertising that is creative, humorous, leverages on-air talent and is generally "more like radio."
"This research confirms that radio’s reach and appeal remain strong regardless of the platform, geography, ethnicity, or age group," said CLEAR CHANNEL CEO BOB PITTMAN. "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."
Among the study’s key findings are:
* 92% of all respondents listen to radio at least once a week.
* 69% agree "streaming services do not replace radio."
* 80% say radio is helpful in discovering new artists or songs.
* 82% say the first thing they do when they get in a car is turn on the radio.
* 66% agree that their favorite radio stations reflect who they are as a person.
* 78% agree that radio has the power to make a difference in the community and 72% believe radio is more community-oriented than TV.
* 85% say radio is more accessible than at any time before and 78% say they can access radio anywhere.
* Radio advertising is viewed more positively than ads on TV, Internet and mobile apps.
* 72% believe that radio feels more "human" than the Internet and 65% believe it is more "personal" than TV.
* 71% say radio is a part of their daily routine.
"This is the first time the industry has looked so closely at the state of audio in AMERICA today," CCM+E EVP/Insights, Research and Analytics DR. RADHA SUBRAMANYAM said. "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 results were presented by DR. SUBRAMANYAM to an audience of major advertisers at the iHEARTRADIO THEATER. The report also includes insights gleaned from live focus groups, ethnographies and journals from Americans across the country.