Radio Tops WSAB Statewide Media Landscape Study

RADIO ONLINE | Monday, March 18, 2024

Washington State Association of Broadcasters

The Washington State Association of Broadcasters is sharing results of its recent statewide media landscape study -- performed by Smith Geiger -- to address media trends in the state of Washington. The study found local AM/FM Radio continues to lead as Washington state's preferred audio platform, with daily usage surpassing 5 hours across various devices -- including in-car, digital, mobile and social platforms -- marking a 34% increase over paid audio.

The highlights of the study include:

• The widespread availability of radio content on diverse platforms has greatly improved access, leading to increased engagement with local AM/FM stations. Notably, 77% tune into terrestrial radio, with 63% listening in their cars; 52% stream AM/FM radio, while 27% access it via their smartphones.

• Local radio advertisements play crucial roles in introducing new products and services, capturing 48% and 33% of consumers respectively. This highlights the significant impact of both platforms, with television ads slightly leading and radio, especially talent-endorsed spots, closely following as key discovery sources.

• Support for local journalists, who report on community news, is deemed important by more than half (52%), highlighting the substantial impact of local radio stations on consumer sentiment.

• Netflix, Amazon Prime, and Hulu rank as the leading subscription-based video services in our state, with significant cross-subscription among these platforms. Meanwhile, YouTube, Facebook, and Instagram emerge as the top social media channels, with YouTube engaging 8 in 10 consumers weekly in Washington state.

• More than 8 in 10 (84%) are registered to vote, and nearly 6 in 10 (59%) routinely seek out political news and information each week. Adults 55 and older primarily depend on national TV news (56%) and local TV (39%) for political insights, whereas those aged 18-34 lean towards social media channels not associated with local TV or radio for such information.

WSAB initiated this research to offer insights to its members and community leaders, demonstrating the vital and lasting impact local broadcasters have in connecting with and informing their communities.