CCM+E Releases Study On "State Of Listening In America"
May 10, 2013

Clear Channel Media and Entertainment (CCM+E) has released the results of an extensive study of the "State of Listening in America." The survey looks at "radio’s continued, widespread popularity, particularly among Millennials and Generation Z, who listen to radio regularly and describe it as 'trustworthy,' 'human' and 'relate-able.' The research was conducted for CCM+E by research firms Latitude Research and OpenMind Strategy, and also 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.

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 – radio’s significant and "unique selling proposition," in the words of advertising icon David Ogilvy. Additionally, 85 percent of listeners feel radio is more accessible than ever, which demonstrates that digital media, including Clear Channel's iHeartRadio, has fueled category growth and expanded radio’s accessibility and relevancy. 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.

"It’s gone from calling in [to the station], to texting, to Twitter," said one participant. "It keeps getting easier" [to be part of the radio station’s community]. Listeners also revealed that they prefer on-air advertising that is creative, humorous, leverages on-air talent and is generally "more like radio."

"This research confirms that radio’s reach and appeal remain strong regardless of the platform, geography, ethnicity, or age group," said Clear Channel CEO Bob Pittman. "American listeners – particularly younger generations – feel a strong connection to their favorite on-air radio personalities – which is made stronger by social media – in a way that isn’t replicated by other media."

The following are among the study’s key findings:

  • 92 percent of all respondents listen to radio at least once a week.
  • 69 percent agree "streaming services do not replace radio."
  • 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 “human” than the internet and 65 percent believe it is more "personal" than TV.
  • 71 percent say radio is a part of their daily routine.

"This is the first time the industry has looked so closely at the state of audio in America today," said Dr. Radha Subramanyam, EVP, Insights, Research and Analytics at CCM+E. "The study represents a major step forward in understanding how hundreds of millions of Americans engage with radio and audio content and advertising every day."

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.




 
Breaking News
iHeartMedia Wins Legal Battle
Spotify's Losses Increase As Revenues Grow Faster
Pierre Bouvard: The TV Upfront: History, 2016 issues, and What It Means For Radio
United Stations Adds Sammy Hagar's Radio Show
May 23, 2016
Columbia Records Announces Jennifer Frommer As Head of Its Creative Agency
iHeartRadio Summer Pool Party Heats Up Miami
National Radio Hall of Fame Announces 2016 Nominees
Shelley Wade Named Afternoon Host at KMYI (Star 94.1)/San Diego
Spotify's Family Plan Gets An Upgrade
May 20, 2016
eQB NOW
May 19, 2016
Republic Records Promotes David "Davey Dee" Ingenloff to SVP/Rhythm Crossover Promotion
WLLD (WiLD 94.1)/Tampa Goes Nuts In PM Drive & Grabs A Franchize At Night
Mike Mathewson Named VP/Marketing For Columbia Records
Universal Music Forms Verve Label Group, Appoints Danny Bennett as President/CEO
Entravision Promotes Don Daboub To EVP/Integrated Marketing Solutions
May 18, 2016
Rare On-Air Opening At Power 106 Los Angeles
Ross Mahoney Named PD/PM Drive Host At KXTE/Las Vegas
Erika Alfredson Named VP/Marketing For Columbia Records
May 17, 2016
SBS Reports First Quarter Results
Westwood One Backstage At the BBMAs To Feature Exclusive Content And Pop Trio Bahari
In Brief - May 17, 2016
May 16, 2016
Gary Marella Named EVP/Mosley Music Group
SiriusXM Canada Going Private in $367 Million Deal
Radio Button Network Names Adam Goodman As First CEO
Music News
The Weeknd Tops Billboard Music Award Winners
Quick Hits: Eminem, Mariah Carey, Red Nose Day TV Special, My Morning Jacket, The Tragically Hip
Drake Stays at #1, Meghan Trainor Debuts at #3 on Billboard 200
Quick Hits: Red Hot Chili Peppers, Megadeth, Ramones
Drake Leads Nominees For 2016 BET Awards
Quick Hits: Adele, Fifth Harmony, Life is Beautiful festival, Beastie Boys
Quick Hits: Chevelle, Rage Against The Machine / Prophets of Rage, 3 Doors Down, Make America Rock Again tour
Ariana Grande, Calvin Harris & More Headlining Billboard Hot 100 Festival
Quick Hits: MuchMusic Awards, Guns N' Roses / Lenny Kravitz / Alice in Chains, Rage Against The Machine, Riot Fest
Puff Daddy Takes Bad Boy Reunion on the Road
Quick Hits: Justin Timberlake, Houston Open Air, The Temper Trap, High Elevation Rock Festival, Pilgrimage Music & Cultural Festival, Lou Reed
Drake Stays Atop Billboard 200, Radiohead Debut at #3
Quick Hits: Adele, Red Hot Chili Peppers, Sia, Oasis
Ozzfest and Knotfest Combine Forces
Quick Hits: Rihanna & Meghan Trainor, U2, Chance the Rapper, Chevelle, Marilyn Manson
FMQB NOW

John Mayer
PD, WFLZ/Tampa

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!