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
iHeartMedia Atlanta Names New Market President and Vice President of Sales
iHeartMedia Myrtle Beach Names Zac Davis Operations Manager
Tim Maranville Joins Cross Platform Media Group As Chief Content Officer
Study: New Brain Research Demonstrates High Effectiveness Of Radio Advertising
Survey: Justin Timberlake Is Musicís Best Male Role Model
In Brief - September 30, 2014
September 29, 2014
Jon Pinch Delays Retirement, Named Market Manager At Cumulus-Atlanta
iHeartMedia Names Earl Jones SVP, Urban Operations
Report: Few 13-20ís Name FM As #1 Music Source
New Study: Radio An Effective Way To Influence Swing Voters
In Brief - September 29, 2014
September 26, 2014
eQB NOW
The Week In Review: 9/22-9/26
Cox Media Group Names Pete Spriggs News/Talk/Sports Radio Format Leader, Drew Anderssen Format Coordinator
Mann Gets HOT From HITS In Bakersfield
ErrorFM.com Announces Launch Date, Features
In Brief - September 26, 2014
September 25, 2014
iHeartRadio Music Festival Generates 5 Billion Social Impressions
In Brief - September 25, 2014
September 24, 2014
Report: Southern California Broadcasters Association White Paper
In Brief - September 24, 2014
September 23, 2014
Jelli Selects Digigram To Provide Sound Cards For RadioSpot
In Brief - September 23, 2014
September 22, 2014
BIA/Kelsey Projects $139.3 Billion In Local Media Revenue By 2015
Music News
Lorde Drops "Yellow Flicker Beat"
Quick Hits: Gwen Stefani & Pharrell Williams, Mary Lambert, Alex & Sierra
Taylor Swift, Metallica & More Headlining 2015 Rock In Rio USA
Quick Hits: Britney Spears, Prince, Birdman, Black Sabbath, Rancid
Thom Yorke Releases Surprise Solo Album Via BitTorrent
The Week In Review: 9/22-9/26
Quick Hits: R.E.M., AC/DC, U2
Metallica Has Goodies In Store This Holiday Season
Quick Hits: Justin Bieber, Kanye West, Wiz Khalifa & Amber Rose, Brandi Carlile, Neil Young, Bob Seger
Streisand, Chris Brown Top SoundScan Sales Chart
Nickelback Moving To No Fixed Address In November
Quick Hits: AC/DC, Bruce Springsteen, Weezer, Outkast, The Who
T.I. Gets Paperwork In Order
FMQB Photo Pass: Lily Allen
Quick Hits: Kelly Clarkson, Bob Dylan, Iggy Azalea, Lana Del Rey, Jeff Bridges
FMQB NOW

Celebrating
The History Of
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!