Knowledge Networks Data Shows Radio Leads in Engagement Factor
August 18, 2011 at 9:13 AM (PT)
A recently released KNOWLEDGE NETWORKS analysis explored the simultaneous media usage of major media by 18-34 and 35-49 year old adults. Their findings underscore the personal relationship radio has with its listeners. While people do many different things while listening to radio, using other media isn't often one of them.
Radio listening has the most focused attention of the major media. About 2 of every 3 minutes an 18-34 adult spends with the Internet is also spent with other media, while only about 2.6 out of 10 minutes of radio listening time is shared with other media. That means that about 75% of Time Spent Listening to radio is spent just with radio, not with any other media.
"The data shows radio scores strongly when it comes to one-on-one time with listeners," said KNOWLEDGE NETWORKS VP/Media ROBERT DEFELICE. "Radio has an established role in consumers' lives tied to key daily activities, and the fact that it is the only medium in the mix much of those times makes it an important engagement vehicle. If we assume that every medium you add to the mix is likely to diminish attention to advertising, then radio holds a unique advantage over other media when it comes to engagement."