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
eQB NOW
Chris Edge Adds PD Duties At WDCG/Raleigh
SoundExchange Q2 Digital Radio Report Highlights Digital Radio Transformation
In Brief - August 22, 2014
August 21, 2014
NuVoodoo Ratings Prospect Study Reveals Broadcast Radio Beats Pandora For Music Satisfaction
CBS Radio Adds To Sports Programming Leadership Team
iHeartRadio Survey: Carrie Underwood Musicís Best Female Role Model
In Brief - August 21, 2014
August 20, 2014
Cox Media Group Tampa Names Dan Mason OM For HOT 101.5, 97X, 102.5 The Bone
Logan Named PD/Morning Host At WNCV/Fort Walton Beach
Jay Towers Promoted To Anchor Of Fox 2 Morning News in Detroit
In Brief - August 20, 2014
August 19, 2014
Greg Ausham Named PD At WNNX/Atlanta
Emmis Communications, Beasley Broadcast Group Deploy Jelli Radio Ad Platform In Major Markets
Cumulus Taps Dan Mandis As PD Of WWTN/Nashville
In Brief - August 19, 2014
August 18, 2014
Republic Records Promotes David "Davey Dee" Ingenloff to VP/Rhythm Crossover Promotion
NAB President/CEO Gordon Smith To Keynote The Conclave
Westwood One Names George King VP/Programming, Network Formats
Cox Media Group Miami Launches The DJ Laz Morning Show on WFLC
Vince Szydlowski Named SVP, Label Sales For Capitol Music Group
In Brief - August 18, 2014
August 15, 2014
eQB NOW
The Week In Review: 8/11-8/15
CCM+E Miami Names Michael "Mud" Gross PD At WBGG-FM
Music News
Nickelback Signs With Republic Records
Quick Hits: Jessie J, Foo Fighters, Mariah Carey & Nick Cannon, Genesis, Fall Out Boy
Quick Hits: Nico & Vinz, Sam Smith, Weezer, Ariana Grande, Shelby Lynne, Enrique Iglesias, T.I., Iggy Azalea
Quick Hits: album sales, Taylor Swift, Foo Fighters, Super Bowl halftime show, Gerard Way, Tiesto, Smashing Pumpkins
New Taylor Swift Album Due Out October 27
Quick Hits: Lady Gaga & Tony Bennett, Haim, Fashion Rocks concert, T.I., iTunes Festival, Unlocking the Truth, Leonard Cohen
Colbie Caillat Sets September 30 Street Date
Quick Hits: Coldplay, U2, Christina Aguilera, B.o.B, Wiz Khalifa, Becky G, Bob Seeger
Lil Wayne's Tha Carter V Coming October 28
Quick Hits: Nickelback, Sia, Shindig Music Festival, Def Jam Records, Annie Lennox
The Week In Review: 8/11-8/15
Quick Hits: Taylor Swift, Sam Smith, Meghan Trainor, Primus / Tool, Becky G, John Mellencamp
Guardians Of The Galaxy's Awesome Mix Hits #1
Quick Hits: Nicki Minaj, Death Cab For Cutie, Metro Station, Celine Dion, She & Him, Karen O
Honda Stage Launches at iHeartRadio Theater L.A.
FMQB NOW

Jeff Sottolano
Director of Programming
CBS Radio

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!