Unprecedented National Research on "State of Listening in America" Shows Radio Remains Hugely Popular Across Multiple Platforms
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Several Key Groups 鈥 Including Millennials and Generation Z 鈥 Remain Especially Attached to Radio, Finding it 鈥淭rustworthy,鈥 鈥淗uman鈥 and 鈥淩elate-able鈥
Digital Media Fuels Category Growth for Radio
Listeners Also Connect to their Favorite听Stations and DJs Via Social Media, and are Especially Receptive to 鈥淐lose To Point of Purchase鈥 Radio Advertising
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New York, NY 鈥 May 10, 2013 鈥撎Clear Channel Media and Entertainment (CCM+E)听today unveiled the results of an extensive听study of the State of Listening in America, which underscore听radio鈥檚 continued, widespread popularity, particularly among Millennials and Generation Z, who listen to radio regularly and describe it as 鈥渢rustworthy,鈥 鈥渉uman鈥 and 鈥渞elate-able.鈥 The study is the first comprehensive audio analysis that addresses the various ways people are listening today and also clearly demonstrates that the growing prevalence of mobile devices coupled with easy access to streaming apps have made radio more relevant to users.
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The听comprehensive听research, conducted for CCM+E by听research firms Latitude Research and OpenMind Strategy, also听reveals that listeners enjoy connecting with their favorite stations and on-air personalities via social media, illustrating how social media has made radio increasingly interactive and personal.
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The study shows that 92 percent of Americans regularly tune in to AM/FM radio and that much of this listening happens at or near a place of purchase 鈥 radio鈥檚 significant and 鈥渦nique selling proposition,鈥 in the words of advertising icon David Ogilvy.听听 Additionally, 85 percent of listeners feel radio is more accessible than ever, which demonstrates that digital media, most notably iHeartRadio, has fueled category growth and expanded radio鈥檚 accessibility and relevancy.
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Also a majority of listeners view on-air personalities as local celebrities and reported that DJs engage listeners regularly on both digital and broadcast platforms. 鈥淚t鈥檚 gone from calling in [to the station], to texting, to Twitter,鈥 said one participant. 鈥淚t keeps getting easier鈥 [to be part of the radio station鈥檚 community].
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Listeners also revealed that they prefer on-air advertising that is creative, humorous, leverages on-air talent and is generally 鈥渕ore like radio.鈥
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鈥淭his research confirms that radio鈥檚 reach and appeal remain strong regardless of the platform,听geography, ethnicity, or age group,鈥 said Clear Channel CEO Bob Pittman. 鈥淎merican listeners 鈥 particularly younger generations 鈥 feel a strong connection to their favorite听on-air radio personalities 鈥 which is听made stronger by social media 鈥 in a way that isn鈥檛 replicated by other media.鈥
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The following are among the study鈥檚 key findings:
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92 percent of all respondents listen to radio at least once a week.
69 percent agree 鈥渟treaming services do not replace radio.鈥
80 percent say radio is helpful in discovering new artists or songs.
82 percent say the first thing they do when they get in a car is turn on the radio.
66 percent agree that their favorite radio stations reflect who they are as a person.
78 percent agree that radio has the power to make a difference in the community and 72 percent believe radio is more community-oriented than TV.
85 percent say radio is more accessible than at any time before and 78 percent say they can access radio anywhere.
Radio advertising is viewed more positively than ads on TV, internet and mobile apps.
72 percent believe that radio feels more 鈥渉uman鈥 than the internet and 65 percent believe it is more 鈥減ersonal鈥 than TV.
71 percent say radio is a part of their daily routine.
鈥淭his is the first time the industry has looked so closely at the state of audio in America today,鈥 said Dr. Radha Subramanyam, EVP, Insights, Research and Analytics at CCM+E. 鈥淭he study represents a major step forward in understanding how hundreds of millions of Americans engage with radio and audio content and advertising every day.鈥
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The results were presented by Dr. Subramanyam, who holds a PhD in Radio, Television and Film, to an audience of major advertisers and included a performance by Rod Stewart at the iHeartRadio Theater presented by PC Richard and Son. CCM+E partnered with Latitude Research and OpenMind to survey more than one thousand respondents. The report also includes insights gleaned from live focus groups, ethnographies and journals from Americans across the country.