Clear Channel & MediaVest Reveal Audio Study Results
January 8, 2014

MediaVest and Clear Channel Media + Entertainment have revealed the results of a joint national study looks into why, when and how consumers use particular audio platforms.

The study, which surveyed thousands of audio listeners who use one or more of the following audio sources:­ personal music collections (CDs, iTunes downloads), broadcast radio, streaming AM/FM radio, custom online playlists, satellite radio, online music videos and digital music channels on TV; ­shows that consumers recognize unique and important benefits for each audio platform, and will choose each based on the time of day and situational needs. In addition the research shows that because of the use of alternate audio devices, time spent across audio platforms continues to increase and growth in audio is predominantly additive. 

Usage of all platforms is generally highest from 3pm to 7pm. "In the Car" is the No. 1 location for audio across all day parts and participants prefer to access audio content through regular broadcast stations or satellite radio. In addition, they are more likely to listen to online AM/FM radio streams or custom playlists from home. Results also show that mobile devices increase control and portability, with most listeners citing the ability to "take their music with them anywhere" as one of the top reasons they turn to audio on their mobile devices.

The results also offer a detailed look at consumers' motivations in selecting one platform over another. Listeners choose broadcast radio for its accessibility to timely news, radio personalities and hearing new music. Personal music collections or custom stations allow consumers to control the content, while satellite radio offers fewer advertisements.  Consumers can use audio platforms to connect with the world around them, or to create and control a personal experience. The most appealing audio ads are related to listeners' favorite music, delivered at relevant times and customized to the specific audio platform. Audio gives marketers an opportunity to deliver high-impact and emotionally resonant messages. Broadcast radio listeners are most accepting of advertising and broadcast radio delivers the strongest advertising recall and brand engagement.

"Consumers seamlessly flow between different media choices and indeed different forms of audio. Broadcast remains dominant while other listening platforms address specific needs," said Radha Subramanyam, CCM+E EVP of Insights. "By constantly tuning into audience feedback, we can continue to evolve the listening experience and optimize advertising for different platforms."

"In the audio space, most measurement focuses on a single-audio platform, rather than a complete view of the landscape," said David Shiffman, EVP/Research Director, MediaVest. "Our goal in working with Clear Channel - with its extensive experience in both live and digital radio -was to generate a real-time and accurate view of the audio space, which we believe is going through an evolution similar to television. Marketers have embraced the concept of multi-screen consumer behavior, but audio media also provides a tremendous opportunity for them to connect with their target audience throughout their day."

The study's key findings include:

         The car remains the most popular location for audio listening throughout the day.
         63 percent of teens listen to more than two audio platforms a day ­ the highest of any demographic.
         Broadcast radio is the most popular audio platform.
         Listeners choose broadcast radio to stay connected to "the world": Top drivers for radio usage are its accessibility, timely   news,   traffic, weather, engagement with radio personalities and discovering new music.
         Personal music collections (CDs, iTunes downloads, etc.) are about control with 81 percent choosing the platform to control or customize their listening experience.  Custom playlists are also about control and follow with 67 percent choosing the platform for this reason.
         41 percent of consumers are willing to listen to ads in exchange for free online audio. Ads related to the music consumers like and optimized for the time of day are most powerful.
     Audio media are an important element in people's lives

  •                  81 percent say audio delivers fulfills their need for fun/entertainment
  •                  68 percent say it provides a great way to escape
  •                  55 percent indicated audio as helping to motivate & inspire them
  •                  46 percent claim it offers a way to express myself/an outlet for self-expression



 
Breaking News
iHeartRadio Music Festival Returns To Las Vegas
Conclave Opens Rockwell Award Voting To The Industry
ReverbNation Ups Simon Perry To Chief Creative Officer, Head Of A&R
Baltimore's Queen Of Rock To Retire
Coleman Insights VP Chris Ackerman Retires
Ace & TJ Renew For Year 13 On WQEN
In Brief - March 31, 2015
March 30, 2015
Cumulus Names Tommy Page SVP Of Brand Partnerships
Conclave Opens Rockwell Award Voting To The Industry
Coleman Insights VP Chris Ackerman Retires
March 30, 2015
Larry Blumhagen Appointed VP/Director Of Sales For CBS Radio Los Angeles
In Brief - March 30, 2015
March 27, 2015
eQB NOW
KIIS FM Announces Wango Tango 2015 Line-Up
In Brief - March 27, 2015
March 26, 2015
Rock 'n' Roll Marathon Series Teams Up With iHeartMedia
Big D Named New APD/Morning Show Personality At KPLV
Triton Digital To Integrate Live Audio Broadcast Ads For MLBAM
Sinclair Broadcast Group Launches Digital Ventures Group
WERO Taps Robyn Banks For Nights
In Brief - March 26, 2015
March 25, 2015
Kannon Named Morning Host At KVIL
NAB Show Presents "Cocktails And Conversation" With Mel Karmazin
Sunday Night Slow Jams Expands Operations Team
The Orchard Acquires RoyaltyShare, Makes Strategic Investment In Korrect
Music News
Rolling Stones Set 15-City Zip Code Tour
Jay Z Launches Tidal Streaming Service
Ed Sheeran Tacks On Fall U.S. Tour
Quick Hits: Justin Bieber, Smashing Pumpkins & Marilyn Manson, Led Zeppelin, Alternative Press Music Awards, Walk Off The Earth, Lynyrd Skynyrd
Taylor Swift Tops iHeartRadio Music Awards
Quick Hits: Ariana Grande, Milky Chance, Billboard Music Awards, Rob Thomas, Christina Aguilera, Failure
Zayn Malik Discusses Exit From One Direction
Quick Hits: NCAA March Madness Festival, George Ezra, Saturday Night Live, Ozzy Osbourne, Duran Duran
Pitbull's Globalization Spreads To SiriusXM
Quick Hits: Rihanna, AWOLNATION, Three Days Grace, Zendaya & Radio Disney Music Awards, Bonnaroo, Audiotopsy
McCartney, Metallica To Headline Lollapalooza 2015
Zayn Malik Leaves One Direction
Kendrick Lamar Debuts Atop The Billboard 200
Quick Hits: Van Halen, Britney Spears / Iggy Azalea, A$AP Rocky, The Library of Congress
Lineup Announced for iHeartRadio Country Festival
FMQB NOW

Pat Paxton
Pres. of Programming
Entercom

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!