Mark Ramsey: Radio Is Still Tops, But...
January 16, 2015 at 8:16 AM (PT)
In his most recent blog, consultant MARK RAMSEY cites a NOVEMBER survey by MORGAN STANLEY, and released this week and reported in QUARTZ.
RAMSEY writes, "More than 2,000 American adults were asked what audio platforms they used. Now this question is roughly analogous to what broadcasters would call 'reach.' It does not really address frequency of usage or 'time spent listening.' Radio tops the list with 86% of respondents saying it’s part of their usage routine. That’s by far the highest number (although not as high as NIELSEN wants us to believe). YOUTUBE ranks next, but YOUTUBE is a lean forward experience for music -- you’re looking for something specific when you use YOUTUBE. Radio is much more 'lean back,' and so is PANDORA."
RAMSEY asks, "PANDORA, at 33%, is used by almost 40% as many folks as use traditional radio. That seems like a lot, doesn’t it?"
Read the full blog post here.