Advertisement |
Study Uncovers Reasons That People Love Radio
RADIO ONLINE | Thursday, July 28, 2016 |
NextRadio has introduced a blog series aimed at advertisers and broadcasters. "For the Love of Radio" uses data and insights garnered from the app, original research and the industry. The first blog is focused on data from a study the company conducted with Edison Research. The survey's data pointed to three key roles radio plays in the consumer marketplace today: radio portability, radio's role in the community and its fostering of musical connections.
Love of Radio Portability
According to the NextRadio-Edison Research survey, 90% of audio-listening respondents said they listen to traditional FM radio in the car, and 91% of FM radio listener respondents said they stayed in the car longer to continue listening to a show or program. While the future of radio portability is rooted in the smartphone, consumers have concerns about the strain streaming places on batteries and data plans.
Love of Radio's Community Roots
Half (50%) of the NextRadio-Edison Research survey respondents who are FM listeners say they tune in for community news. Thirty-five percent frequently or sometimes attend local events by an FM station. Further, radio is essential during times of local emergencies.
Love of Music on the Radio
The survey found that more than half of FM listener respondents say they listen to hear their favorite songs. Forty-two percent want to discover new songs.
"Radio listeners are evolving, but their reasons for loving radio have remained constant," said TagStation President Paul Brenner. "Advertisers have benefitted from the consumer's love of radio for decades, and these key attributes serve as an important backdrop to radio's new ability to deliver digital metrics that measure advertiser impact-features that brands like Starwood's Aloft are already using to inform their radio campaigns."
Advertisement |
Latest Radio Stories
AWMF Unveils 49th Annual Gracie Awards Winners |
Study: Core Commercial Radio Fans Weigh in on AI |
Listening to Podcasts and Online Audio Hit New Highs |
Advertisement |
iHM Announces Partnership Extension with D.C. United |
CMN Promotes Robert Blum, Tyler Brewer & Chris Kleiber |
Matt Pinfield Joins The SoCal Sound for Afternoons |