The Facts of Radio

by Brian Osuch

audio

You take the good…
You take the bad…
You take them both…
And there you have…

The Facts of Radio

There is good and bad news for those following the trends in radio.  The good news, things are changing!  The bad news, it is getting more difficult to pick just one way to listen to your favorite station or broadcast.

Shucks… are options such as the traditional AM/FM dial, satellite and streaming radio, mobile devices and apps such a bad thing?  The answer is a giant NO!  These options have made it even easier for people to listen to the radio wherever they go… in the car, out for a run or even sailing 200 miles off the shore!

Comedian and Political Commentator, Bill Mahr has said, “Men are only as loyal as their options.”  Luckily for radio, increased options have increased listener loyalty.  Newly released research from Latitude Research and OpenMind Strategy finds 85% of listeners feel radio is more accessible than ever, demonstrating that digital media apps like iHeartRadio have fueled category growth and expanded the medium’s accessibility and relevancy.

This increased relevancy and continued popularity has only picked up as people find newer ways to hear songs, news and information.  The good news is, people think radio is cool.  The same research finds those Millennials and Generation Z, who listen to radio regularly describe it as “Trustworthy,” “human” and “relate-able.”

Even more good news, this new younger audience is hip to the fact that most listening happens outside of the home – something decision makers have known for years.  The study finds 92% of Americans tune in to AM/FM regularly and much of this listening happens at or near a place of purchase.  Wow, in the words of Arbitron, that’s “the last word” for advertisers reaching the most consumers right before they shop.  Talk about a wow factor!

Now, when it comes to the messages and types of advertising listeners like, the majority want “their” hosts to be part of the mix.  That’s right, they are definitely participating in a unique relationship.  66% of listeners say their favorite stations reflect who they are as a person.  They trust their on-air talents and communicate with them on the fly… texting, tweeting and using social media outlets like Facebook and Pinterest.  An on-air talents word is golden.  That being said, purchasing a spot on a radio station could cost a couple hundred dollars.  Buying a broad rotator could cost a couple thousand dollars.  Leveraging the credibility of a host or on-air talent is priceless!

Wow, what great news!  A highly engaged audience listening intently to a message specifically meant for them via a medium and channel they love.  Sounds like the perfect love story – perhaps, “Radio & Juliet.”

The newest research also points out how being viewed as “trustworthy” and “relatable” pays off for programmers and advertisers.  Results show 72% of those surveyed say radio feels more “human” than the internet and 65% believe it is more “personal” than TV.

But, the combination of all three is the best news…

You take the radio…
You take the TV…
You take the Internet…
And there you have…

A combination that significantly raises your reach!

… I wonder what Mrs. Garrett thinks about that?

SORRY… but I just had to watch it (and you know you want to too):