Media Minute Archives - Crowd React Media

Local Radio’s Secret Sauce: 5 Facts and Strategies to Engage Listeners & Advertisers

Katie Miller — Tue, 12 Nov 2024 14:42:08 +0000

Research conducted by Harker Bos Group, October 2024, surveying over 1,700 radio listeners nationwide aged 18-45.

In a time when endless streaming options seem to dominate the media landscape, we were curious: why do young listeners still tune into local radio? In a recent survey conducted with over 1,700 radio fans across the country, we dug into the heart of what makes local radio stations so appealing to listeners aged 18-45. What we found was a strong and enthusiastic relationship between young audiences and their local stations—proof that radio is far from a relic of the past. From music discovery to community connection, here’s what young listeners had to say about why they love local radio and how stations can harness these insights to stay vibrant and relevant.

1. Music Variety and Discovery

Local radio’s unique blend of music hits the sweet spot for listeners seeking variety. Many respondents noted that they love hearing new songs alongside classics and trending hits. For busy listeners, radio’s unpredictability provides a break from creating playlists and lets them discover new music without lifting a finger.

“I like to listen to my local radio stations while I’m driving to work or on my way home,” shared one listener. “They always have a good mix of new songs and throwbacks, and I never know what’s coming next.”

Another young fan put it simply, “Radio keeps my playlist fresh. I’d probably listen to the same songs on repeat without it!”

How stations can lean in: Promote the station’s role as a go-to source for music discovery. Highlight that you offer the perfect mix of fresh hits and beloved classics that listeners don’t need to curate themselves. Show advertisers that your audience loves discovering new music with you—an experience they can’t get from pre-set playlists.

2. Community Connection

For these listeners, local radio isn’t just about the music; it’s about staying plugged into their community. With local news, weather updates, and event announcements, radio stations help people feel in tune with their hometowns. The local hosts also add a familiar voice that many listeners say makes them feel connected and included.

“Listening to local radio keeps me updated about what’s going on in my city,” one respondent shared. “I know I’ll hear about local events or concerts and get real-time traffic and weather updates.”

Another listener described radio as “a lifeline to what’s happening around town,” with radio hosts who “understand what it’s like to live here.”

How stations can lean in: Emphasize your connection to the community in your sales pitches. Demonstrate to advertisers that radio has a uniquely local appeal, with stations supporting local events and sharing real-time news. Radio isn’t just background noise—it’s a community platform where people feel at home.

3. Entertainment and Relaxation

Beyond music and community updates, listeners also love radio for its entertainment value. Morning shows, contests, and talk segments give radio an extra edge over other media, making listeners laugh, think, and feel connected in new ways.

“It’s a great way to start my day,” shared one listener. “The hosts make me laugh on my way to work, and the contests are fun—I even won concert tickets once!”

Another fan said, “Radio is my background companion when I’m driving or working around the house. It’s a constant source of entertainment.”

How stations can lean in: Make your unique shows and segments a centerpiece of your advertising. Local radio is about more than just music; it’s a full package of entertainment that keeps people coming back. Show advertisers that these interactions—whether it’s a quirky morning show or a midday contest—drive real engagement and keep listeners tuning in day after day.

4. Convenience and Accessibility

One thing that hasn’t changed is the convenience factor: radio is just there, ready to go at the push of a button, especially while driving. For many, this ease of use is a major plus, especially when compared to the hassle of queuing up playlists or dealing with streaming services that drain data or battery life.

“I love that I don’t have to worry about picking the next song,” one listener explained. “When I’m in my car, it’s easy to just turn on the radio and get lost in the music.”

Another said, “It’s nice not having to think about it. Sometimes, you just want to sit back and enjoy the ride without being the DJ.”

How stations can lean in: Highlight radio’s simplicity and ease of access. The fact that it’s quick and ready to go, especially while commuting, makes radio a reliable option for busy listeners. Advertisers should see radio as a dependable way to reach people who are “always on” and ready to listen without needing an app or a login.

5. Nostalgia and Habit

Radio’s enduring legacy gives it a unique charm, with many young listeners saying they’ve grown up with it and can’t imagine driving or working without it. Some listeners even noted that tuning into their favorite local station is a bit of nostalgia, a comforting throwback to when they first started listening.

One listener put it beautifully: “I grew up on this station. My parents would play it on our way to school, and it’s still what I listen to when I need a pick-me-up.”

Another added, “There’s something about the familiar voice of the DJ that makes me feel at home.”

How stations can lean in: Remind advertisers that radio isn’t just relevant; it’s a cherished part of listeners’ routines. The sense of nostalgia and tradition makes radio an emotional choice for many people—a perfect platform to build brand loyalty and establish long-term connections with customers.

A Bright Future for Local Radio

The findings from this study underscore that local radio remains a beloved medium for young audiences. With 45 as the oldest age in this cohort, these insights show that radio has a strong foothold in the hearts and routines of younger listeners. From discovering new music to staying connected to their community, these young adults are proof that local radio is alive and well, thriving by adapting to the needs and preferences of its audience.

As radio stations look to the future, leaning into these strengths can help grow their listenership even more. By promoting the variety, community, and convenience that radio provides, stations can position themselves as essential, irreplaceable parts of their listeners’ lives.

For advertisers, this means a valuable opportunity to connect with a young, engaged, and loyal audience that loves and trusts its local radio stations. Radio isn’t just surviving; it’s thriving—right in the hearts of young listeners across the nation.

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Real People, Real Answers: The Problem with Synthetic Sample

Katie Miller — Mon, 14 Oct 2024 01:01:00 +0000

I recently filled out a survey from an online sample provider, and let me tell you, some of the questions really threw me for a loop. They wanted to know about my interest in using “synthetic sample.” Now, I hadn’t heard of synthetic sample before, so I was curious. The survey defined it as “any artificially generated response that is not a human answer.”

Yeah, let that sink in for a minute. Sampling companies are now using AI and machine learning to simulate human responses. And not only that, they’re apparently comfortable enough with the concept to pitch it directly to paying clients. These are companies whose entire purpose is to connect you with real humans. They’re selling the idea of talking to actual people—but now, they’re mixing in AI-generated responses.

Here’s the kicker: If the industry starts relying on synthetic sample—essentially guesstimating responses based on what real people have answered in the past—then what’s the point? You lose the nuance, the depth, the genuine thought process behind those answers. It’s like getting a photocopy of a photocopy—each time, the realness gets more and more diluted.

If research could just be estimated based on what past surveys said, we’d do one study a decade and call it a day. But we all know that doesn’t work. Times change. People change. Preferences change. You can’t just base research on old answers and expect it to be relevant.

So, before you choose a research company, ask some important questions: Did they “boost” their sample sizes for niche groups by adding synthetic respondents? Are they padding out surveys with AI-generated responses after the fact? Are they turning incomplete surveys into “complete” ones by filling in the gaps with synthetic answers? Or worse, are they replacing human respondents entirely for certain projects?

At Harker Bos Group, we take pride in being 100% human. Our sample comes from real people who listen to your station or engage with your market. They tell us, in their own words, what they like, what they don’t, and what keeps them tuning in. We reject synthetic sample outright because we know the value of hearing directly from your audience.

Arm yourself with this knowledge. The world of research is changing, and it’s easier than ever to reach real people who want to share real answers. Don’t settle for anything less.

The post Real People, Real Answers: The Problem with Synthetic Sample appeared first on Crowd React Media.

Harker Bos Group Media Minute – Radio is Top in Ad Effectiveness

Sean Bos — Tue, 08 Oct 2024 20:24:46 +0000

In this week’s Harker Bos Group Media Minute we wanted to explore the effectiveness of advertising in various mediums. Specifically, we wanted to know whether advertising in a particular medium made one more likely to consider purchasing a given product or service. We asked over 2,500 radio listeners nationwide to rank the top 3 sources that are most likely to make them consider using an advertised product or service. The results of our query are decidedly in radio’s favor and an indication of overall industry health. Without ad dollars radio would not exist. Fortunately, advertising on the radio is quite an effective way to have listeners consider purchasing your product or service.

Let’s jump right into the data.

Graph (below): When you think about advertisements for products or services, please rank the top 3 sources that are most likely to make you consider the advertised product or service. 1^st Choice

Naturally, there is going to be some bias among self-reported radio listeners stating that advertising on the radio will make them most likely to consider using an advertised product or service. However, it still bodes well for radio in a tech-saturated culture that radio remains the clear advertising juggernaut among declared radio listeners. Radio’s ad effectiveness is virtually double that of audio streaming’s – the presumed existential threat to the radio industry. This threat of audio streaming has never actually materialized in significantly diminishing the cultural footprint of radio. Unlike the cable vs. streaming, where video streaming is gradually chipping away at video’s terrestrial format, radio has demonstrated marked resilience in the face of digital audio streaming. Podcasts hardly register (4%) on the ad effectiveness front among radio listeners, probably because everyone skips them.

Thanks for tuning into this week’s edition of the Harker Bos Group Media Minute!

Study Profile:
Study Conducted in July 2024
2500+ Radio Listeners
Nationwide Sample
Male/Female
All Ethnicities/Races
Ages 18+

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SmartPhones and In-Vehicle Entertainment Systems: Are Radio Listeners Making the Connection?

Sean Bos — Tue, 17 Sep 2024 18:02:04 +0000

In the latest edition of the Harker Bos Group Media Minute, we wanted to find out whether self-reported radio listeners were connecting their smartphones to their vehicle’s entertainment dashboard, and whether they were listening to music via this connection. It is integral to understand the extent to which the smartphone figures into media consumption in the vehicle space, a space that radio has traditionally dominated. We asked over 1,200 radio listeners nationwide whether they are making the connection when they are in the car. Here’s what they had to say.

First off, let’s establish the ubiquity of the smartphone connection to the in-vehicle entertainment dashboard by looking at the following graph.

Graph (below): Do you connect your smartphone to listen to music on your vehicle’s entertainment system?

A whopping 90% of radio listeners who regularly drive connect their smartphone to their vehicle’s entertainment system to listen to music. This should immediately jump off the page to any PD or GM (or basically anyone that works in the audio industry). Apple and Google and the major US automakers are all probably aware of these statistics given the sophisticated tracking technologies placed in every smartphone and all cars manufactured after 2019. But now you are armed with this information.

This 90% of in-vehicle smartphone music use has profound implications for how we perceive of radio as being consumed. Users are either swapping between the AM/FM bands on their car’s dashboard and streaming services or accessing station streams via their smartphones for presumably higher quality streams of their favorite stations. Our own research showed in 2023 (a previous HBG Media Minute Entry) that a staggering 77% of radio listeners report having streamed a radio station on their smart phone. This metric coupled with the in-car smartphone music connection should be serious food for thought for PD’s and GM’s.

Conversely, this also bodes well for industry health. That despite connecting their smartphones to their vehicle’s entertainment systems for music, radio listeners are tuning into digital streams of their favorite station. Radio has successfully adapted into the digital age, hence its well documented resilience.

To wrap up, let’s take a quick look as to how listeners are making the in-vehicle smartphone connection.

Graph (below): How do you connect your smartphone to your vehicle’s entertainment system?

Thanks for reading this week’s HBG Media Minute! See you next time!

Study Profile:
Study Conducted in August 2024
1200+ Radio Listeners
Nationwide Sample
Male/Female
All Ethnicities/Races
Ages 18+

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HBG Media Minute: How do workers pass the time on the job? They are listening to audio.

Sean Bos — Thu, 13 Jun 2024 19:58:51 +0000

In this week’s edition of the Harker Bos Group Media Minute, we dive into a recent study that asked 800+ radio listeners nationwide about their audio listening habits on the job. The results are startling, especially if you are a boss (or hold any sort of management position). Of the radio listeners we surveyed, 86% listen to audio while they are working.

Graph (below): Do you listen to audio while you are working?

Given today’s attention economy and the variety of distractions available at a moment’s notice to the modern worker, you might think that this 86% is to be expected. That is until you factor in how long the radio listener is in fact listening to audio.

Graph (below): For how long do you typically listen to audio during the workday?

69% of radio listeners are listening to any type of audio most of the workday (at the least). A resounding quarter of those surveyed are listening to audio the entire workday (24%). A mere 6% state they listen only for a little bit of the workday.

What becomes increasingly apparent as we pore over the results is that radio listenership indicates a predisposition towards generally high levels of audio consumption on the job, regardless of the source. When queried further as to the type of audio they listened to, some curious findings emerge:

Graph (below): What kind of audio do you listen to while you are working?

What catches the eye immediately, especially if you are a radio PD, is that music streaming is 10% points higher than music on the radio (81% vs. 71%, respectively). However, 71% listening to music on the radio for substantial periods of time while on the clock, is quite strong. In any case, these numbers demonstrate the continuing resilience of over-the-air AM/FM radio. Rounding out the list, 35% of radio listeners are imbibing podcasts, 16% are getting their news fix, and 16% feel the primal pull of sports.

Once again, any level of radio listenership is likely to correlate with high levels of audio consumption more broadly, whether it be on the job, as discussed in this study, or in other contexts. When you are bitten by the audio bug, you just cannot resist getting your fill.

…Are they even working?

Study Profile:
Ages 18+
National study of markets around the US
Conducted in March 2024
800+ Employed radio listeners

The post HBG Media Minute: How do workers pass the time on the job? They are listening to audio. appeared first on Crowd React Media.

State of Media 2024 – Country Radio

Diana Seo — Mon, 18 Mar 2024 17:58:59 +0000

In our latest blog, we explore Country radio enthusiasts.

In “The State of Media 2024” study by Harker Bos Group, we surveyed 500+ U.S. media consumers aged 18+, uncovering preferences from Cable/Satellite TV to Music Streaming Services.

Our analysis reveals insights across age, gender, and lifestyle/work choices. Join us as we navigate differences between Office and Hybrid/Remote Workers, and preferences among Urban versus Suburban/Rural Audiences.

Radio Listening Habits Explored

Our research shows that 65% of media consumers tune in to radio weekly. Among them, 38% are avid listeners (3-5 days), while 27% engage more casually (1-2 days). Interestingly, morning radio is favored by 52% of participants, offering advertisers an opportune window to capture audience attention.

Music Rules

In our examination of radio formats, we found that 85% of respondents favor music-centric programming. Intriguingly, 51% also engage with News/Talk radio, showcasing diverse content interests. Additionally, 38% enjoy sports programming, while 22% express a preference for religious content.

Now let’s dive into the Country radio listener….

Country Radio – Listeners

A significant number of Country listeners regularly listen to the radio, with 65% tuning in 3-5 days a week and 35% listening 1-2 days per week.

Country Radio – Times and Activities

Country enthusiasts wholeheartedly embrace morning radio, with 55% expressing a clear preference for this time slot 3% higher than the average radio listener. These devoted fans seamlessly integrate radio into their daily routines, showcasing a greater inclination to tune in while driving, exercising, and working compared to the typical consumer. This not only signifies a broader engagement with radio but also highlights the consistent involvement of Country listeners in various aspects of their lives. For them, Country radio isn’t just a background companion; it’s an essential element that complements every activity throughout their day.

When it comes to radio listening duration, Country fans stand out, surpassing the average listener by dedicating more extended periods, exceeding one hour, to immerse themselves in the world of country music. Yet, in other duration metrics, they match their peers, tuning in for shorter sessions lasting less than an hour.

Country Radio – Reasons

When it comes to radio preferences, Country enthusiasts stand out for their distinct passion and piqued interests. While the majority enjoy the content, which is no surprise considering the captivating and relatable music, they also outpace others for various reasons. They value staying updated with relevant information, local news, and events. For them, Country radio is not just about the music—it’s a conduit to community and connection.

Country Radio – Listening Methods

Country radio fans prefer sticking to more conventional methods for tuning into music. An overwhelming majority of participants rely on AM/FM Radio and SiriusXM/Satellite Radio for entertainment. However, some fanatics also embrace digital methods, listening to radio via phones, podcasts, and smart speakers more frequently than the average radio listener. This suggests that they see themselves as part of the digital age while still respecting their homegrown habits.

Country Radio – Genres and Mornings

Country listeners are slightly more receptive to diverse genres on radio compared to other audiences.

In the mornings, Country listeners are eager to engage. While they enjoy morning music, they seek a broader range of content compared to the average radio fan. Around half of the participants actively participate in contests, call-ins, or interactive segments. Additionally, Country enthusiasts are always curious about the world and others around them, as they are at least 10 percent more likely to tune into radio shows featuring traffic updates, interviews, and trivia. This underscores the importance that Country listeners attribute to variety, news, and society.

Country Conclusions

Country listeners represent a tradition-loving and socially engaged segment of radio audiences. Their appetite for variety knows no bounds, as they eagerly access radio through any available means. These enthusiasts actively seek interaction with their favorite stations, craving the latest updates about society. For Country fans, the passion extends beyond music to a genuine interest in the world. It’s crucial for Country radio stations to prioritize cultivating a strong connection with these listeners, ensuring they feel updated on everything happening around them.

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State of Media 2024 – Top 40 Radio

Katie Miller — Mon, 11 Mar 2024 08:00:49 +0000

In today’s blog, we dive into what makes Top 40 radio listeners tick.

Harker Bos Group recently conducted an in-depth study, “The State of Media 2024,” surveying over 500 U.S.-based media consumers aged 18 and above. The participants showcased diverse preferences across various media, from Cable/Satellite TV to Music Streaming Services.

We scrutinized age, gender, and lifestyle/work choices, uncovering fascinating insights among different groups, such as distinctions between Office Workers and Hybrid/Remote Workers and Urban versus Suburban/Rural Audiences.

Radio Listening Habits Explored

Our research unveiled that 65% of media consumers tune in to radio at least once a week. Breaking it down, 38% are avid listeners, enjoying radio content 3-5 days per week, while 27% opt for a more laid-back engagement of 1-2 days per week.

When it comes to the preferred time of day for radio consumption, the morning takes the crown, with 52% of participants expressing a preference for this time slot. This not only provides insights into listeners’ morning routines but also offers advertisers and content creators an opportune window to capture their target audience’s attention.

Music Rules

Exploring the varied landscape of radio formats, we discovered that 85% of respondents lean towards music-centric programming. However, the survey also revealed a significant 51% engage with News/Talk radio, showcasing a multifaceted appetite for content. Additionally, 38% of respondents enjoy sports programming, while 22% express a preference for religious content.

Now let’s dive into the Top 40 radio listener….

Top 40 Radio – Listeners

Top 40 listeners are an engaged group. 70% of Top 40 Listeners tune into the radio 3-5 days per week. This is 10 points higher on average than any other music format. They are also a positive bunch. 42% of Top 40 listeners believe Pop songs today are better than they were a few years ago, 25% believe they are the same, 33% say they are worse.

Top 40 Radio – Location & Work

Top 40 listeners are more likely to live in an urban environment than the average radio listener. They are also slightly more likely to work in a hybrid (remote and in-office) than the average radio listener.

Top 40 Radio – Times and Activities

Top 40 listeners overwhelmingly prefer listening to the radio in the morning (64%), and are 12% more likely than the average radio listener to prefer this time. They listen to the radio during a variety of activities, and are more likely to listen to the radio while driving, exercising, working, or relaxing than the average consumer. We see this as representative that Top 40 listeners are simply more engaged with radio across the board, than most radio listeners. They see Top 40 radio as an integral part of their day and believe they are listening to it during all of their activities.

The only time Top 40 listeners do not perceive themselves as more engaged than regular radio listeners is when looking at radio listening duration. They line up with their peers from other formats on almost all duration metrics, including the most typical length of listening 30 minutes to 1 hour.

Top 40 Radio – Reasons

When asked why they listen to the radio, Top 40 listeners are again more enthusiastic than other radio listeners. They almost all say they do it for enjoyment of the content (no surprise when you’re listening to fun, upbeat music!), but they also over index for ever other reason except nostalgia. There is particular emphasis on local content and events, as well as community. Top 40 radio fans want to feel involved and like they are part of the brand.

Top 40 Radio – Listening Methods

Top 40 radio listeners still tune in via traditional, over-the-air radio. However, they are also heavy digital users. They say they listen to the radio via digital methods like their phones, podcasts, streaming, and smart speakers at higher rates than the average radio listener. While this may or may not equate to actual time spent on digital methods, it does show that they perceive themselves to be hip, and part of the digital age.

Top 40 Radio – Genres and Mornings

Top 40 listeners are also more game for a mix of genres than other radio listeners. Three quarters of Top 40 listeners like a mix on genres on their radio stations, which can also be seen in recent crossover hits like “Fast Car” by Luke Combs or “Texas Hold Em” by Beyoncé.

When it comes to mornings, Top 40 listeners are ready to participate and interact! They obviously love music in the mornings but they want to hear every type of content more than the average radio fan, and the majority (68%) participate in contests, call-ins, or interactive segments. Here again, we see the emphasis that Top 40 listeners place on variety, interaction, and community.

Top 40 Conclusions

Top 40 listeners are an exciting bunch of radio listeners. They want variety, and are not afraid to consume radio via any source they can get it. They want to interact with their favorite stations, and they want to hear about their community. Top 40 fans are excited about music and life. Top 40 Radio stations need to focus on creating a relationship with these listeners, and making sure they feel like they are part of the gang.

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HBG Media Minute: Do Radio Listeners Watch the News? (And how?)

Sean Bos — Mon, 27 Nov 2023 15:22:53 +0000

In a recent nationwide study, we at Harker Bos Group asked over 900 radio listeners whether they watch the news and how they watch the news. The results demonstrate that a diverse array of news delivery technologies are used to consume video news, as well as emergent trends such as the increasing primacy of streaming over cable. We also observe the growing market saturation of YouTube in the news media realm among radio listeners.

Let’s dive in…

71% of radio listeners watch the news.

Graph (below): Do you watch the news?

Of those radio listeners that watch the news, 73% do so via streaming, beating out cable by a considerable 16 points. In fact, video clips on social media (59%) are a more popular method to consume the news than cable/satellite 57%. We should note that YouTube has gained such prominence in our media ecosystem that we differentiate it as a discreet option from that of ‘social media’ in our surveys. A solid 39% of radio listeners who watch the news do so on YouTube, alone. This translates to 28% of all radio listeners watching news on YouTube.

Graph (below): How do you watch the news?

Continuing down the YouTube rabbit hole, we find that 59% of those that watch news content on YouTube are subscribed to a local TV news affiliate. In broad terms, this equates to 17% of all radio listeners subscribing to a local news affiliate on YouTube. In other words, nearly a fifth of radio listeners are subscribed to a local news affiliate on YouTube.

Graph (below): Are you subscribed to your local TV news affiliate on YouTube?

This wraps up this week’s Media Minute, brought to you by the fine folks at Harker Bos Group. We hope you find some practical value with the information provided above, and look forward to sharing more insights and findings in the near future!

Thanks for reading!
-Sean Bos

Study Profile:

Ages 18+

National study of markets around the US

Conducted in October 2023

900+ Radio Listeners

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HBG Media Minute: Fear Not (Yet), The Encroachment Of AI On The Radio Space

Sean Bos — Mon, 07 Aug 2023 15:17:04 +0000

Look at any recent article or feature on the trajectory of AI and you will likely encounter a dire prediction for not only media, but for mankind. This wanton hyperbole capitalizes on our deepest insecurities and concerns over a technology that appears hellbent on taking over the entire radio industry. Be that through AI curated playlists, social media event detection for content generation, to the development of artificial DJs increasingly resembling the real. If many cynics in our industry saw the precipitous rise of music streaming as a portent of radio’s imminent irrelevance, then AI must be the final nail in the coffin, right?

Wrong!

In a recent survey conducted by Harker Bos Group we asked 600 radio listeners across the country what they think about the use of AI in radio broadcasting. The responses we received were more than assuring. For starters, when asked whether they prefer content that is created by AI or by Humans, 69% unequivocally stated their preference for human-made content.

Graph (below): Do you prefer content that is created by AI or by humans?

Why do radio listeners largely prefer human-made content? Because “Humans have feelings,” replies one listener. “It just makes things more personable,” remarks another. “Robots are fake and don’t know anything,” quips a respondent. “AI-generated content will never have the soul of Human content,” rhapsodizes a fellow member of the human race. And perhaps a commentary on the awkward, uncanny state of the AI technology accessible today, “Robots are more on autopilot, while humans come off as more natural to listen to.”

If there are any disc jockeys out there, lying restless in their bed at night, worried sick over the idea of AI taking their job – We at HBG would tell that wearied person to fret no more (unless they are bad at their job. In which case, yes, they should probably be worried). 70% of radio listeners straightforwardly state that it is a “Bad Idea” to have robots or computer programs host radio shows instead of humans.

Graph (below): What do you think about the idea of having robots or computer programs host radio shows instead of humans?

Thanks for reading this week’s edition of the Harker Bos Group Media Minute! Stay tuned for more in the future.

Study Profile

600 US radio listeners
Study conducted in May 2023
Ages 18+

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HBG Media Minute: Shifting Trends in Car Radio Usage

Katie Miller — Mon, 17 Apr 2023 01:01:13 +0000

Prefer to watch this article instead of reading? Watch on YouTube.

In March 2023, Harker Bos Group conducted a comprehensive survey of over 800 radio listeners as part of our Media Minute series. We spoke with radio listeners to better understand their preferences when it comes to listening to the radio in their cars. The results showed the changing landscape in car radio usage and significant implications for radio stations.

According to our study, a staggering 98% of respondents indicated that they do listen to the radio in their cars. This highlights the continued popularity of radio as a form of entertainment and information for people on the move. However, what’s interesting is how these listeners are tuning in to their favorite radio stations.

Graph (below): Do you listen to the radio in the car?

When asked about the medium they use to listen to the radio in their cars, 32% of respondents stated that they listen only or mostly via traditional, over-the-air radio. This indicates that traditional Over-The-Air radio broadcasting is still a preferred choice for a significant portion of car radio listeners.

However, the survey also revealed that there has been a significant shift towards streaming radio through phones. 52% of respondents stated that they listen equally between over-the-air radio and streaming radio through their phones, while 16% of respondents stated that they listen only or mostly via streaming radio through their phones. This shows that streaming radio is gaining traction among car radio listeners and becoming a preferred choice for a substantial portion of the audience.

Graph (below): When you listen to the radio in your car, are you listening on the traditional over-the-air radio or streaming radio through your phone?

To break that down into even simpler numbers: 92% of radio listeners still listen via traditional OTA radio and 74% of radio listeners stream radio through their phone, at least sometimes. (Sidenote: this is within 3% of our study from December 2022 when we found that 77% of radio listeners who have ever streamed a radio station on their smartphone!)

These findings have significant implications for radio stations. With the increasing popularity of streaming radio through phones, radio stations need to adapt to the changing landscape of car radio listening. Here are some key implications:

Diversify Broadcasting Platforms: Radio stations should consider diversifying their broadcasting platforms to include streaming radio options through mobile apps or online platforms. This can help them reach a wider audience and cater to the growing demand for streaming radio in cars.
Enhance Digital Presence: Radio stations need to strengthen their digital presence, including developing user-friendly apps, websites, and social media platforms to engage with listeners and provide a seamless streaming experience.
Embrace Hybrid Model: With a significant portion of car radio listeners opting for both traditional over-the-air radio and streaming radio through phones, radio stations should embrace a hybrid model. This can involve creating unique content for both mediums, such as exclusive shows or promotions, to cater to different listening preferences and keep the audience engaged.
Audience/Market Reach Implications: Your market reach may be wider than you ever realized. Signal issues in surrounding areas can be solved through encouraging streaming listenership, especially in targeted areas where signal issues are known. You should also be sure you are capturing this significant audience in your ratings.
Audience Research and Insights: Radio stations should conduct regular audience research and collect insights on listening habits, preferences, and trends to inform their programming and marketing strategies. This can help them stay ahead of the curve and tailor their content to meet the changing needs of their audience.

Want to know how your specific audience listens to your station? Please contact us to learn more about our Audience/Market Reach Studies and Strategic Studies which can help nail down your audience numbers and their listening habits.

Key Takeaways:

There is shifting trend in car radio listening, with a growing preference for streaming radio through phones.
- 32% of car radio listeners listen only or mostly via traditional, over-the-air radio.
- 52% of car radio listeners listen equally between over-the-air radio and streaming radio through their phones.
- 16% of car radio listeners listen only or mostly via streaming radio through their phones.
Radio stations need to adapt to this changing landscape by diversifying their broadcasting platforms, enhancing their digital presence, embracing a hybrid model, being aware of audience/market reach implications, and conducting regular audience research.
By doing so, radio stations can continue to thrive in the ever-evolving world of car radio listening and stay connected with their audience.
Please contact us to learn more about our Audience/Market Reach Studies and Strategic Studies which can help nail down your audience numbers and their listening habits.

Study Profile:

Study Conducted in March 2023
800+ Radio Listeners
Nationwide Sample
Male/Female
All Ethnicities/Races
Ages 18+

Want to read more about over-the-air radio vs streaming radio? Read December’s Media Minute blog.

The post HBG Media Minute: Shifting Trends in Car Radio Usage appeared first on Crowd React Media.