RADHA SUBRAMANYAM Executive Vice President: Insights & Analytics, Clear Channel Media + Entertainment. THE STATE OF LISTENING TODAY BACKGROUND. In our progressively digital world, the media landscape is rapidly evolving : Choice and complexity are significantly increasing
Executive Vice President: Insights & Analytics, Clear Channel Media + Entertainment
In our progressively digital world, the media landscape is rapidly evolving:
Clear Channel partnered with top 3rd party research providers to explore the roles and unique benefits of the various audio content platforms so we can define… The State of Listening Today
Audio At Large
7 Listening Insights
The Digital Explosion
Radio And Other Media
Top 5 Implications For Marketers
Research was conducted from September 2012 — March 2013. A hybrid quantitative/qualitative approach allowed for a national-scale survey along with in-depth personal discussions.
AUDIO AT LARGE
AUDIO: THE CONSTANT COMPANION
Turned to more times during the day relative to other media, audio content plays a central role as a trustworthy companion.
Listeners Accessing Audio Content (% by Daypart)
LISTENERS OPTIMIZE THEIR EXPERIENCES BY ENGAGING MULTIPLE PLATFORMS
Consumers are increasingly expanding their sources of audio content, and associate specific benefits with each.
Live & Online
Audio On Demand & TV
MP3s & CDs
“Favorite types of music”
“Personalities, gossip, conversations, pop culture and humor”
“Sense of community”
“Dependable, easy and convenient source”
“Playlists that are somewhat customizable”
“Get a specific video now”
“To see lyrics”
“To show off my music tastes”
“When all else fails”
TV Music Choice
“Often the loudest device so it’s good for parties”
“A service with a hip, urban image”
“A large song collection”
“Live streaming of my favorite radio stations”
“Connections to the best festivals”
TV Music Channels
“To see breaking new music”
EVERYBODY IS LISTENING
Most Americans listen at least once a week or more.
Listen To AM/FM Radio Once a Week or More
THEY LISTEN OFTEN… AND THEY THINK YOU ARE, TOO
Most people experience radio as an integral element of their daily lives, and expect others do, too.
Listen to AM/FM radio regularly
Listen to radio at least once a day
Assume everyone listens to radio
RADIO IS PART OF AMERICA’S ROUTINE
American listeners ensure they have some form of radio access to accompany them during their day-to-day lives.
Say “radio is a key part of my daily routine”
Say they are “rarely without some form of radio/way to access the radio”
WHERE AND HOW DO YOU LISTEN?
Respondents were asked: where and how are you listening?
“I sit at a desk all day and crunch numbers, so I have the radio on almost all day.
We just assume that everybody listens to the radio… They have to listen to the radio, right?”
Live radio serves a critical cultural role in keeping people up-to-date and in sync on music, events, local information and news.
% Agree Strongly/Somewhat That Radio…
Is a great way to discover new songs or artists
Is a great way to hear the songs and artists I already love
Helps me learn about things I might follow-up on later
Helps me keep up with what’s new and interesting in general
Like listening to something live, as it happens
THE #1 CHOICE FOR BEING IN THE KNOW
Consumers make a purposeful choice to listen to radio across a variety of situations. Relative to other sources*, radio is the #1 listening choice…
“When I want to know what’s going on in my
“When I want to know what’s happening in
“When I want to know what’s current”
“When I want to feel connected”
“When I want company”
“When I want to listen to people like me”
*Personal music collections, Pandora, TV music channels, etc.
AMERICAN DRIVING CULTURE AND RADIO ARE INEXTRICABLY LINKED
DRIVE WITHOUT RADIO? NO WAY
The easiest and most convenient option, radio is the go-to choice when driving—and for most, is not only desired, but a necessity.
Say “the first thing I do when I get in my car is turn on the radio”
Say “it feels awkward if I don’t have the radio on when I’m driving/commuting”
RADIO HAS A POWERFUL
RADIO ENHANCES MOOD THROUGHOUT THE DAY
Listeners take advantage of the ability to find content on the radio with which they have a personal connection and that is suited to their changing moods and needs during the day.
“You need that little wake-me-up, that interaction, kind of easing you in [to the day], hearing the phone calls from the stations, the people, the personalities…”
“Z100, sometimes it plays a lot of pop, so during the day (I put that on), just to keep myself going.”
Keeping Me Going
“I’m a big fan of Delilah. Something about her voice. She just kind of puts you in the mood… I’d pour myself a glass of wine and read my People magazine. And I would listen to her.”
NO RADIO = NO GOOD
Going without radio had a dramatic effect on listeners’ mood.
I miss the… gossip! The variety, the celeb news, the world news, the traffic… I miss laughing.”
“Angry when I can’t listen when I want or need the most.
“Do I look happy… I am just not myself. Informed… no! Sense of community… no! Feeling almost handcuffed, like a piece of my body has been removed b/c radio is such a deep part of me, who I am!
TOP RADIO BENEFITS: COMMUNITY AND CONNECTION
Other associated attributes, such as social, relatable, trustworthy and human,enhance the sense of radio feeling like community.
Listener Associations with AM/FM Radio
Word size reflects the relative frequency of each association for this media source.
RADIO IS A MEANS FOR LISTENERS TO CONNECTWITHSOMETHINGBIGGER
Listeners depend on radio for the connection it offers to their local community, and to the world.
Like to “stay in touch with what’s going on in my city/neighborhood/community”
Count on radio to “connect me to what’s going on in the world right now”
RADIO HAS THE POWER TO DRIVE REAL CHANGE
Compared to other media, radio is a more integral part of the local community, enabling it to have greater impact on issues that are most important to listeners.
Agree strongly/somewhat that radio has the power to make a difference in the community
Agree strongly/somewhat that radio is more community-oriented than TV
DJs CONNECT PERSONALLY WITH LISTENERS
Listeners have deep affinities with DJs and value the time spent with them.
% Agree Strongly/Somewhat
DJs keep me up-to-date on current events.
Radio offers more personal connection with DJs than TV with its personalities.
I spend mornings with DJs or talk radio hosts.
I have favorite DJs who I look forward to hearing.
I listen to radio to spend time with the DJs.
DJs ARE CONSIDERED CELEBRITIES WHO “KEEP IT REAL”
Even though DJs are aspirational figures, they are relatable and accessible.
Listeners who feel the DJs are local people like them
Listeners who agree radio personalities “keep it real more often than TV characters and personalities do”
“Hanging out with (my favorite DJ) would be unbelievable. To me, that would be like a dream really.
AND RADIO IS A DEEPLY PERSONAL MEDIUM
People are invested with their favorite stations and DJs, and many see radio as a reflection of themselves.
Of listeners agree “My favorite radio stations reflect who I am as a person.”
RADIO IS FOR MILLENNIALS & GEN Z
YOUNG PEOPLE ARE LISTENING TO RADIO A LOT AND SEE RADIO AS INTEGRAL TO THEIR LIVES
Young consumers listen as much as the rest of us, and majority expect it to always be part of their lives.
Percent listening to the radio at least once a week
Agree that radio will always be a part of people’s lives
“So everybody’s always tweeting, ‘Hey did you hear that new song on Z100?’ And they want to go look and see so they can tweet about it, too – and look cool.
RADIO “FILLS THE VOID”
More uncomfortable with silence than others, young listeners strive for an “always on” status.
% Agree Strongly/Somewhat “I Can’t Stand the Silence” by Age Group
THE DIGITAL EXPLOSION
DIGITAL PLATFORMS MAKE RADIO EVEN BIGGER
Consumers supplement AM/FM radio listening on other platforms.
% Use Each Format At Least 1X Per Week
Custom streaming playlist sites
Streaming AM/FM on laptop, PC or mobile
DIGITAL FUELS GROWTH OF OVERALL RADIO CATEGORY
Although digital platforms serve a relatively small portion of total listening hours (TLH), overall TLH for broadcast and digital combined are increasing.
Total Listening Hours for Broadcast and Digital Radio (Billion Hours/Month)
Source: ACT1, Arbitron. M-Su 6a-12m, P12+, DMA. Triton Internet Audio Report
DIGITAL EXPANDS RADIO’S ACCESSIBILITY AND RELEVANCY
Access to radio via multiple platforms is enhancing its currency with listeners.
Agree “radio is more accessible than ever before”
Agree “I can access radio anywhere”
Agree “mobile devices make radio even more relevant because I always have these devices with me”
Agree “the internet makes radio more relevant”
RADIO’S VALUE INCREASES WITH GREATER OPPORTUNITIES FOR USE AND INTERACTION
Listeners can more easily and frequently engage with radio since it now also exists within the places where they are increasingly spending time.
What is your favorite way to listen to the radio?
“Through apps and online streaming.”
“My apps are at my fingertips and when I want to give my phone a rest at work, I head for online streaming.”
“It’s easier (than ever) to follow radio personalities on Twitter or Facebook… they engage their followers on Twitter. They have different topics that you can respond to… it’s gone from calling in to texting to Twitter. It keeps getting easier.
RADIO AND OTHER MEDIA
RADIO REMAINS THE PLATFORM WITH WHICH LISTENERS FEEL THE STRONGEST PERSONAL CONNECTION
Listeners continue to feel that radio provides a more personal and more targeted experience relative to other platforms.
% Agree Strongly/Somewhat About Radio
Feels more human than the internet
More personal than television
More targeted to people like me than television
More targeted to people like me than the internet
The Chicago radio stations – they know what we think, what we want to hear and what … we don’t want to hear.”
RADIO OUTPERFORMS TV AS A RELEVANT PART OF DAILY LIFE
Radio maintains its edge over other traditional media, reinforcing its strong, integral presence in people’s lives.
% Agree Strongly/Somewhat Platform Is…
Part of my Routine
RADIO ADVERTISING IS VIEWED MORE POSITIVIELY THAN OTHER MEDIA
The passion consumers feel about radio likely translates to their perceptions of the ads heard there, making advertising more effective.
Which Best Describes Advertising On…? % Agree Strongly/Somewhat
Tends to be
relevant to me
RADIO IS HERE TO STAY
Radio remains an important part of daily life — and listeners from all generations recognize that even as technologies evolve, radio content will always be relevant and valued.
Say “radio isn’t going anywhere – it will always be a part of people’s lives”
Say “radio is important to my generation”
Of listeners agree “streaming services do not replace radio”
TOP 5 IMPLICATIONS FOR MARKETERS
MAKE RADIO ADVERTISING REFLECT THE UPBEAT NATURE OF RADIO
Radio advertising that reflects the upbeat, relevant, fun nature of radio is advertising that works best.
RADIO TARGETS VARIED KEY SEGMENTS
This research revealed that though virtually all Americans turn to radio regularly, several key consumer segments are particularly attuned to radio.
Use radio to tap into the passions of key audience segments.
SPEAK WITH THEM, NOT AT THEM
Use radio’s two-way nature to start a conversation with consumers that goes beyond broadcasting messages.
KEEP THE MOOD IN MIND
Radio is a “mood medium” – use it to create more positive feelings about your brand.
PAVE THE PATH FOR THE GREATER GOOD
Use radio’s community roots and reach to make a difference.
Executive Vice President: Insights & Analytics, Clear Channel Media + Entertainment