RAB/Burns Study Says 'Radio’s Future Is In Radio’s Hands'

New Findings

ALAN BURNS AND ASSOCIATES and TRITON DIGITAL released the results of a national poll of over 40,000 consumers at last week's Radio Show produced by the RAB and NAB. ALL ACCESS was the first to report on the study's results last week from the presentation given by BURNS in DALLAS (NET NEWS 9/21).

"We were pleased to have these findings presented at THE RADIO SHOW," stated RAB Pres./CEO ERICA FARBER. "This study confirms that radio remains a vital part of listeners’ lives when compared to other media."

Top-10 identified findings are:

1. With consumers, Radio wins by large margins images such as the medium that energizes them; relaxes them; puts them in a better mood; helps them have a good time; feels like a friend; and has honest and believable ads.

2. Television wins images for "annoying ads" and "ads you can skip."

3. Internet services win images for being informative and connecting consumers to other people. Internet and Radio tied for "ads targeted to people like you."

4. Newspapers did not win a single consumer image.

5. Radio is less strongly bonded to listeners under 35. Younger listeners want music control and fewer commercials.

6. There is demand for a cell phone radio chip. 38% of all consumers, and 43% of under-35s, would be more likely to buy a specific phone if it had a radio tuner in it.

7. The radio usage of consumers who have Internet access in their cars is virtually identical to that of consumers without in-car Internet.

8. Advertising agency employees are less likely to name Radio, and more likely to name Television, for the positive images consumers hold of radio. They are less likely to cume radio daily, and more likely to cume a personalizable music stream.

9. However, Radio ranks #1 even among those agency professionals in all its basic areas of strength with consumers, plus it ranks #1 for targetable ads.

10. More consumers -- including consumers under 35 -- would be "very disappointed" to lose their favorite radio station than to lose FACEBOOK.

ALAN BURNS commented that, "Radio's future is not in the hands of PANDORA or any other technology -- it's squarely in the hands of consumers, who will react to what we give, or fail to give, them. Thus ultimately Radio’s future is in Radio’s hands."

"Consumers like radio," BURNS continued. "They have personal relationships with radio, they trust radio more than any other medium, they're in a good mood when they’re listening, and they find radio ads less annoying than those on either television or the internet. Radio is incredibly strong."

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