CCM+E, Mediavest Release Platform Usage Study
January 8, 2014 at 12:15 PM (PT)
MEDIAVEST and CLEAR CHANNEL MEDIA + ENTERTAINMENT conducted a joint national study that looked into why, when and how consumers use particular audio platforms. The study, which surveyed thousands of listeners who use audio sources -- such as personal music collections, broadcast radio, streaming AM/FM, custom online playlists, satellite radio, online music videos and digital music channels on TV found that they choose each based on the time of day and situational needs. In addition, the research shows that time spent across audio platforms continues to increase and growth in audio is predominantly additive.
Usage of all platforms is generally highest from 3-7p. "In the Car" is the No. 1 location for audio across all dayparts and participants prefer to access audio content through regular broadcast stations or satellite radio. In addition, they are more likely to listen to online AM/FM streams or custom playlists from home. Mobile devices increase control and portability, with most listeners citing the ability to "take their music with them anywhere" as one of the top reasons they turn to audio on their mobile devices.
Listeners choose broadcast radio for its accessibility to timely news, radio personalities and hearing new music. Personal music collections or custom stations allow consumers to control the content, while satellite radio offers fewer advertisements. The most appealing audio ads are related to listeners' favorite music, delivered at relevant times and customized to the specific audio platform. Broadcast radio listeners are most accepting of advertising and broadcast radio delivers the strongest advertising recall and brand engagement.
"Consumers seamlessly flow between different media choices and indeed different forms of audio. Broadcast remains dominant while other listening platforms address specific needs," CCM+E EVP/Insights RADHA SUBRAMANYAM said. "By constantly tuning into audience feedback, we can continue to evolve the listening experience and optimize advertising for different platforms."
"In the audio space, most measurement focuses on a single-audio platform, rather than a complete view of the landscape," MEDIAVEST EVP/Research Dir. DAVID SHIFFMAN added. "Our goal in working with CLEAR CHANNEL -- with its extensive experience in both live and digital radio -- was to generate a real-time and accurate view of the audio space, which we believe is going through an evolution similar to television. Marketers have embraced the concept of multi-screen consumer behavior, but audio media also provides a tremendous opportunity for them to connect with their target audience throughout their day."
The study's key findings include:
* The car remains the most popular location for audio listening throughout the day.
* 63% of teens listen to more than two audio platforms a day the highest of any demographic.
* Broadcast radio is the most popular audio platform.
* Listeners choose broadcast radio to stay connected to "the world": Top drivers for radio usage are its accessibility, timely news, traffic, weather, engagement with radio personalities and discovering new music.
* Personal music collections are about control with 81% choosing the platform to control or customize their listening experience. Custom playlists are also about control and follow with 67% choosing the platform for this reason.
* 41% of consumers are willing to listen to ads in exchange for free online audio. Ads related to the music consumers like and optimized for the time of day are most powerful.
Audio media are an important element in people's lives:
* 81% say audio delivers fulfills their need for fun/entertainment.
* 68% say it provides a great way to escape.
* 55% indicated audio as helping to motivate & inspire them.
* 46% claim it offers a way to express myself/an outlet for self-expression.