Broadcast Architecture: 65% Of Adults Pleased With Format Options On The Radio
June 9, 2011 at 9:16 AM (PT)
BROADCAST ARCHITECTURE has released findings from a recent national study of 1000 adults between the ages of 25 to 54 from 10 top-20markets. Highlights from the study show radio is delivering a variety of choices for adult consumers, while opportunities for diversification also exist.
* 65% of adults indicated that they were pleased with the format options available. Nearly two-thirds of respondents said that they were satisfied in general with what they get from radio and could not name any format or style of music missing from their local radio choices. The remaining 35% listed a variety of suggestions.
* Opportunity exists for Smooth Jazz/Jazz And '80s Music. Specifically, Jazz/Smooth Jazz was suggested by 12% of respondents. '80s music was next with 10% of the mentions. Other formats that received statistically significant mentions were Heavy Metal, Alternative Rock, Blues/R&B and Classical. All format/style suggestions were unaided.
* Most listeners consume "missing" formats via personal music collection. In order to hear these "unavailable formats," most people reported that they are utilizing their personal music collection (CDs, MP3/iPOD). However, with younger demos, many are turning to services like PANDORA and other audio streaming sites. Specifically, 42% of 25-34-year-olds reported that they are going online or using PANDORA to hear the kind of music that would be played on these "unavailable formats." 47% said they stream online to hear music missing from radio and 63% said they turn to their personal music collection via CDs, MP3/iPODs. Only 25% acknowledged that they go to satellite radio to hear a format that is not currently on the radio dial in their city.
* BA found that "Unavailable Formats = HIGH appeal." If an "unavailable format" became available on the radio, 54% indicated that this station could "definitely become" a favorite choice for them. Additionally, 32% said that this station could "probably become" a favorite choice.
* AM Radio Potential. 74% said that they would be willing to listen to one of these "unavailable formats" if it was only available on AM. Even 73% of younger respondents indicated a willingness to listen on AM.