Radio Show to Feature Edison Study on Maximizing Listenership

RADIO ONLINE | Monday, August 19, 2019

Edison Research, whose data has helped drive the expansion of radio to new platforms like podcasting and streaming media, will present research on driving audience engagement and utilizing audio trends at the Radio Show on Thursday, September 26, in Dallas. The session titled "The Secret to Longer TSL" will feature a presentation by Edison Research VP Megan Lazovick focused on attracting and retaining listeners and best practices to optimize advertising. Lazovick will also provide analysis of audio listening trends and content preferences. She'll also offer insights on how radio can effectively compete with and embrace other platforms.

In her role, Lazovick's observations on consumer attitudes and behavior have helped shape widely publicized and cited custom research studies, such as Edison's "Share of Speech" as well as NPR and Edison Research's "Smart Audio Report." She is an experienced moderator in many forms of qualitative research and has presented internationally at a number of prominent media industry events.

While radio's reach remains strong across all ages, the time spent listening to radio has fallen much faster among younger listeners than among older ones, according to Edison. Edison's qualitative team conducted one-on-one interviews with young radio listeners to understand their attitudes about commercials, different audio platforms, interest in and engagement with radio programs and what they would like from radio.

"These interviews helped to inform a new national survey of radio listeners and quantify listener sentiments," said Lazovick. "Our survey results have been eye-opening, and this presentation is something you won't want to miss."

The 2019 Radio Show, produced by the National Association of Broadcasters (NAB) and the Radio Advertising Bureau (RAB), will be held September 24-26 at the Hilton Anatole.