People Expect Personal Connection From Radio. 82% A personal, para -social interaction with their favorite Radio personality. 75% Describe their favorite station as comfortable, friendly, informed*. 79% Listen longer to a radio station because their favorite personality is on the air.
A personal, para-social interaction with their favorite Radio personality
Describe their favorite station as comfortable, friendly, informed*
Listen longer to a radio station because their favorite personality is on the air
Agreed If you couldn’t listen to radio, you’d feel something important was missing from your life.**
This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”.
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles; *Mark Kassof & Co October 2012 survey of 732 adults 18-64 online **Mark Kassof & Co September 2013 survey of 989 online Adults 18-64 (60% of 18-24 agreed)
Listen to their favorite personalities on computers or mobile devices when away from a Radio
Follow their favorite personality/
Radio station on social media
Talk to their friends about their favorite personality or program content
Agree that their favorite radio stations reflect who they are as a person*
A key difference between Music Players Streams and Broadcast Radio is the need for just music vs. the need for connection.
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles; *Latitude Research, Open Mind Strategy May 2013 study of 1000+ participants;
Latitude Research and OpenMind to survey more than one thousand respondents "The State of Listening in America, May 2013
% who would be “very” or “somewhat” disappointed if
the AM or FM Radio station they listen to most were no longer on-air
Base: Those Naming a Station They Listen to Most
Source: The Infinite Dial 2013 Arbitron and Edison Research
Read: I would be very disappointed if…
My favorite radio station went away Facebook went away…
Source: Alan Burns/Triton Digital “The Future of Radio” September 2012 National Consumer Database; 25,000,000 Panelists; August & September 2012;All Ages, Genders and Format Fans; Total Polled = 41,252; Roughly in Line with 2010 Census; Heavily Caucasian