HBG Media Minute: Radio Presets are Alive and Well
We, at Harker Bos Group, found in a recent study conducted in April 2022 with over 1,000 respondents in 10+ markets, that 87% of radio audiences have preset radio stations programmed into their vehicles. 84% of that audience with presets programmed into their car’s radio have 3 or more presets. 31% have programmed 6 or more radio presets.
Drivetimes are the most important dayparts to any station manager. They determine your ad revenue, your station’s exposure, and your listener base. Today’s new automobiles are equipped with a technology stack with radio no longer considered top-of-mind. Numbered are the days that dealers would program radio presets in cars. SiriusXM Trial subscriptions, Bluetooth pairing, and Apple CarPlay are some new car features that get pushed at dealerships.
However, in a recent study conducted by Harker Bos Group, we found that 87% of radio audiences have preset stations they’ve personally programmed into their vehicles. What’s more is that 84% of those radio audiences with radio presets in their automobiles have 3 or more preset stations.
To better illustrate our findings, let’s look at the following graphs:
Graph 1 (below): Do you have preset radio stations programmed into your vehicle?
Graph 2 (below): How many preset radio stations are programmed into your vehicle?
With 87% of radio listeners having taken the time to program presets on their radio stations, counters the common wisdom that radio is losing ground to streaming and satellite radio. While streaming and satellite radio are being pushed in technology stacks of new automobiles, audiences are still finding their favorite stations on their car’s radio.
Even more encouraging is that 84% of these listeners have programmed 3 or more presets, with 31% having 6 or more presets. These numbers should demonstrate that despite the new technology being pushed, audiences still seek out traditional AM/FM radio content. This is an opportunity for radio stations to ensure that people out there know that A. Their station exists, and B. That audiences know how to find their station. Branding and exposure are essential right now, as evinced in our previous blog showing radio audiences listening more now than in quite some time.
We at Harker Bos Group are a market research firm that specializes in radio and TV. Reach out to Harker Bos Group today, so we can help you devise a plan to maximize audience growth and enhance your station’s brand.
Study conducted in April 2022.
- 1,000+ Respondents
- Ages 18-44
- 10+ Markets in the U.S.
This study is part of our a monthly Radio and Television research project called “HBG Media Minute”. It consists of monthly research studies that we conduct across the US and looks at between 500-2000 respondents in each study. We look forward to sharing our research each month at https://harkerbos.com/category/hbg-media-minute/.
