Edison Reveals ''Ear Wars''' Study at CRS16
| RADIO ONLINE | Wednesday, February 10, 2016 |
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Edison Research revealed new research "Ear Wars: The Listeners Speak Back" at the 2016 Country Radio Seminar in Nashville this week. The results were from a 1,560-person survey that measured how Americans listen to all available audio across platforms, products and paradigms. Owned music such as CDs and downloads were placed alongside streaming and traditional radio.
Here are the Share of Ear metrics as a percentage of time:
AM/FM: 54% Owned Music: 16% Streaming Audio 15% SiriusXM: 7% TV Music Channels: 5% Podcasts 2%
The "Ear Wars" study identified engagement points for terrestrial radio, such as "personality" as one key advantage. Locality and involvement with the community also came out as attributes that listeners like. When it comes to music, familiarity and discovery were both noted by respondents who agreed with a series of reasons to listen to radio:
To hear favorite songs: 77% To discover new songs: 70% For news & information: 68% To know that you'll be informed if major news breaks: 63% Air personalities: 46%
Additionally, 40% were more likely to pay attention to a commercial when spoken by the air talent, and 46% are more likely to purchase a product or service if the air talent discussed it. The study noted that personalization of commercial messages has strengthened the podcast monetization success, and speaks to the natural connection of radio to on-demand audio.
