NuVoodoo Study Shows Increased Ownership Of Smart Speakers Among Radio Ratings Participants

Study

NUVOODOO MEDIA SERVICES has released data from its latest NUVOODOO Ratings Prospects Study from JANUARY that indicates a sharp rise in smart speaker ownership among radio ratings participants since the last study in AUGUST.  In the new study, one-third of respondents say they have a smart speaker at home, a jump from the previous study, which showed less than a quarter in that category. In addition, 48% of likely PPM participants now own a smart speaker.  

NUVOODOO President/CEO CAROLYN GILBERT said, "When we model through the research respondents most likely to say 'yes' to a meter offer from NIELSEN, we routinely see respondents who are more interested and more engaged with radio and other media. In this case, we see significantly higher smart speaker ownership among those likely to accept a meter or a diary -- nearly half. As we see it, the numbers are too big to ignore. If radio stations don't have a strategy for smart speakers, they risk being left out as people become habituated to what they ask their smart speakers to do for them."

NUVOODOO EVP, Research Analysis LEIGH JACOBS said, "These new speakers can connect people with all sorts of content, but it's easiest when those publishing the content have an easy way to tell people exactly what to say to their smart speaker. If that sounds like an ideal situation for broadcast radio outlets, you're right on the money."

JACOBS added, "The kitchen radios our parents and grandparents had have been replaced by TV's. It's a rare person who still has a clock radio - and even more rare when you find a person who wakes up to a station playing on a clock radio. This is largely brand new TSL, brought about by a combination of the novelty of these new devices and being able to listen in rooms that may not have had a radio for a long time. This presents a significant opportunity for stations to bring radio back to bedrooms and kitchens every morning."

NUVOODOO EVP, Marketing MIKE O'CONNOR said, "It's a good time to review what your station's stream sounds like. With these new devices, if you're not making the listener happy, she can ask Alexa to switch to SPOTIFY, PANDORA or AMAZON. The fact that your commercial break will be longer than theirs isn't good, but there's no need to make it worse with commercial fill material ranging from useless PSA's to announcements saying, 'Your station is playing commercials.'"

The numbers will be the subject of a deep-dive presentation at TALK SHOW BOOT CAMP THURSDAY (3/8) in DALLAS, with STEVE GOLDSTEIN and FRED JACOBS joining LEIGH JACOBS to discuss the technology.

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