CRS In Action: Edison Research Study Says 'May The FOMO Be With You'
February 9, 2016 at 11:55 AM (PT)
During a CRS Research Presentation called “EAR WARS,” which cleverly integrated STAR WARS imagery and Rebel Force analogies, EDISON MEDIA RESEARCH Pres. LARRY ROSIN and Dir./Research MEGAN LAZOVICK gave attendees a simple prescription for warding off competing audio sources to radio’s listening empire: F.O.M.O. It stands for Fear Of Missing Out, and ROSIN believes radio should infuse everything they do with this philosophy.
“It’s the shield for your Death Star and protects you from a rebel attack,” say LAZOVICK, who not only shared hard data indicating radio’s edge for connecting with listeners on an emotional level, but also boldly revealed her STAR WARS geekdom to the room.
LAZOVICK’s data showed radio is still easy to use, and brings powerful relationships. And in spite of numerous new audio choices such as podcasting, SPOTIFY, PANDORA, APPLE MUSIC, YOUTUBE, and MUSIC CHOICE, radio is still the top choice when tracked over a four-hour listening period of different sources during an average day. ROSIN pointed out that EDISON’s “SHARE OF EAR” study showed earlier this year 54% of that daily time is spent with radio, followed by 16% owned music, 15% streamed music and 7% SIRIUSXM use. Even among SIRIUSXM subscribers, 39% still cited AM/FM. Radio use remains strong, due to its ability to provide information, personalization, live interaction and overall, the idea that there’s a noticeable lack of people when listening to music on the internet.
While music is a driver for radio listening, LAZOVIK, invoking another “STAR WARS” analogy said “Music is a Death Star – and the rebels know it.” With 63% of participants in the EDISON/CRS study saying reasons for listening include knowing they’ll be informed when news breaks, 55% citing community involvement, and 46% citing personalities, that F.O.M.O. acronym “Is our primary message today,” says LAZOVICK. That philosophy extends into music discussions, too however, with ROSIN recommending more passion and enthusiasm from personalities when setting up new songs for listeners.
Concluding, ROSIN shares these key takeaways: Emphasize connections with listeners; prove that you are always present, even in a voicetracked environment; engage listeners in every possible way, and -- re-emphasizing the original point -- “Infuse everything you do with F.O.M.O. … May the F.O.M.O. be with you!”