NextRadio Research Finds FM Radio Broadcasters Get 3X The Tune-Ins With Enhanced Content
May 24, 2016 at 6:30 AM (PT)
According to data from NEXTRADIO, consumers prefer a more visually appealing and interactive in-app experience. A year-over-year data analysis shows that listeners tune in more often and spend significantly more time with radio stations that supplement live FM audio broadcasts with enhanced content.
An analysis comparing usage in 2015 to 2016 found that radio stations creating enhanced in-app experiences – such as program schedules, social media interactions, contest entries, or other visuals – experienced 3 times the growth in tune-ins when compared to those stations that only displayed a station logo or nothing at all. Tune-ins refers to the number of times a unique listener listens to a FM radio station broadcast through the NEXTRADIO mobile app.
Stations with enhanced content also saw 1.6X the growth in time spent listening when compared to non-enhanced stations. Time spent listening refers to the number of minutes a unique NEXTRADIO user listens during a single NEXTRADIO mobile app session.
“Stations that leverage the enhanced content options available in NEXTRADIO enjoy a measureable competitive advantage - they are growing audiences and connecting with their listeners in a fresh and personal way,” said NEXTRADIO Pres. PAUL BRENNER. “Advertisers have much to gain, too, as enhanced content provides endless possibilities to deliver value for consumers – from coupons to find a store nearby to in-store offers—all with quantifiable results tied in to data attribution reporting.”