Kassof: In-Car Internet Access Considered Top Threat To Radio
March 6, 2013
New research from Mark Kassof & Co. reveals that, by a wide margin, radio GMs, group execs and owners consider Internet access in cars to be the biggest competitive threat to traditional, terrestrial radio. According to Kassof's survey, 41 percent of those surveyed named in-car internet access as "a big threat" to the future viability of traditional radio (more than double that of Pandora - second of seven options given, with 18 percent).
An additional 42 percent consider in-car internet to be "a small threat." So, a total of 83 percent of radio execs surveyed consider the Internet’s dashboard challenge as a threat to traditional radio.
These research findings are based on 104 online surveys of radio station general managers, group executives and owners in the U.S. and Canada. The survey was conducted February 20-28, 2013. More details can be found at kassof.com.