Media Minute Archives - Crowd React Media https://crowdreactmedia.com/category/media-minute/ Cut Though the Noise Tue, 14 Apr 2026 19:51:41 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.4 https://crowdreactmedia.com/wp-content/uploads/2021/09/crm-logo-dark_400x400-150x150.jpg Media Minute Archives - Crowd React Media https://crowdreactmedia.com/category/media-minute/ 32 32 What 2,800 Radio Listeners Told Us About Their Social Media Habits https://crowdreactmedia.com/media-minute/what-2800-radio-listeners-told-us-about-their-social-media-habits/ Tue, 14 Apr 2026 15:44:03 +0000 https://crowdreactmedia.com/?p=2447 By Katie Miller, VP of Strategy, Crowd React Media What Radio Listeners Actually Use (The Short Answer) YouTube dominates radio listener social media habits in 2026, with 83% of U.S. radio listeners 18+ using it weekly. This beats Instagram (77%), Facebook (73%), and TikTok (72%). Spanish-language radio listeners show distinct platform preferences, with 59% using […]

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]]> By Katie Miller, VP of Strategy, Crowd React Media

What Radio Listeners Actually Use (The Short Answer)

YouTube dominates radio listener social media habits in 2026, with 83% of U.S. radio listeners 18+ using it weekly. This beats Instagram (77%), Facebook (73%), and TikTok (72%). Spanish-language radio listeners show distinct platform preferences, with 59% using WhatsApp weekly versus 39% of English-language listeners. Radio stations investing heavily in TikTok while ignoring YouTube are chasing the wrong platform. These findings come from surveying 2,798 radio listeners across the U.S. in March-April 2026.

 

 

Social media shifts fast. What worked for your audience last year might not work now, which is why we regularly check in on where radio listeners actually spend their time online.

In the latest Media Minute from Crowd React Media, we talked to 2,800 radio listeners 18+ in the U.S. between March and April 2026. And the data reveals something radio programmers need to see: while the industry obsesses over TikTok strategy, 83% of radio listeners are using YouTube every single week. YouTube beats all the platforms radio chases, and most stations are barely paying attention.

Here’s the full picture of weekly social media use among radio listeners:

  • YouTube: 83%
  • Instagram: 77%
  • Facebook: 73%
  • TikTok: 72%
  • WhatsApp: 50%
  • Snapchat: 45%
  • X/Twitter: 42%
  • LinkedIn: 22%

Only 1% of radio listeners said they use none of these platforms weekly. Your audience is online, they’re active, and they’re using multiple platforms. So when you’re deciding where to invest your time and content, go where they already are.

Stop Spreading Yourself Thin

Most radio stations try to maintain a presence everywhere. Facebook page, Instagram account, TikTok experiments, X feed, LinkedIn company page. The problem is that equal effort across unequal platforms is a losing strategy, and the data makes that pretty clear.

If 83% of your audience is on YouTube weekly and only 22% is on LinkedIn, your content calendar needs to reflect that gap. YouTube offers longer content windows, better discoverability, and audience behavior that aligns with how people consume radio content — lean-back, audio-forward, exploratory. Yet most stations treat it as an afterthought while agonizing over 15-second TikTok vertical video strategies that may or may not land.

The WhatsApp Opportunity for Spanish-Language Radio

When we break the data down by language, one platform really stands out: WhatsApp.

Click on “English-Language Radio” and “Spanish-Language Radio” tabs on graph to toggle between.

Among Spanish-language radio listeners, 59% use WhatsApp weekly compared to just 39% of English-language listeners. That 20-point gap represents a real opportunity for bilingual and Spanish-language stations. For this audience, WhatsApp is nearly as ubiquitous as Facebook (73%). If you’re serving Spanish-language markets and treating WhatsApp as a secondary platform, you’re leaving reach on the table.

If You Do Invest in TikTok, Go Local

TikTok Nearby is the feature most radio stations don’t know exists, but it’s worth understanding if you’re committing resources to the platform. It surfaces local content based on user location, which means you can reach people in your broadcast area instead of competing with creators worldwide. If you’re investing time in TikTok — and 72% of your audience is there weekly, so it’s worth considering — use the one feature that plays to radio’s geographic advantage.

National Trends, Local Answers

This data shows where radio listeners are nationally, but your audience is hyperlocal. Want to know exactly which platforms your listeners use in your market? We build custom research studies that give you market-specific answers instead of industry averages. Learn more about strategic studies here.

This research was conducted by Crowd React Media, a division of Harker Bos Group in March and April 2026 with 2,798 radio listeners age 18+ across the US, including both English-language and Spanish-language radio audiences.

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]]> What Happens When Your Favorite Radio Show Disappears? The Answer Should Terrify (and Excite) You https://crowdreactmedia.com/media-minute/when-radio-shows-disappear/ Thu, 05 Mar 2026 01:01:15 +0000 https://crowdreactmedia.com/?p=2427 We asked 3,155 radio listeners across the US a simple question: If your favorite radio show disappeared tomorrow, how long would it take you to notice? The results should wake up every program director, general manager, and sales team in the country. 85% of Radio Listeners Notice Show Changes Within 24 Hours 51% said they’d […]

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]]> We asked 3,155 radio listeners across the US a simple question: If your favorite radio show disappeared tomorrow, how long would it take you to notice?

The results should wake up every program director, general manager, and sales team in the country.

85% of Radio Listeners Notice Show Changes Within 24 Hours

51% said they’d notice instantly. Not “eventually.” Not “when I happen to tune in again.” Instantly. Another 34% would notice within a few hours, by the time they got in the car. Add those up: 85% of your audience would notice within the same day if their favorite show vanished. Only 3% said they wouldn’t notice at all. Let that sink in.

The narrative that radio is just background noise, that people tune in and tune out without thinking, that your content doesn’t really matter because listeners aren’t that engaged? This data says that’s garbage. People have real attachments to specific shows. They notice. They care.

Where 3,155 Radio Listeners Go When Their Favorite Show Disappears

Here’s where it gets interesting (and a little scary).

We asked: If your favorite show disappeared tomorrow, what would replace it?

  • 51% said they’d switch to another radio station that played something similar.
  • 29% would switch to streaming (Spotify, Apple Music, etc.)
  • 17% would go to podcasts.
  • 3% would choose silence. (Honestly, respect to those people. Sometimes silence is the move.)

What This Actually Means for Your Station

If a competitor’s show goes dark, you have a massive opportunity. Half of that displaced audience is actively looking for a similar show on the radio. They’re not defaulting to Spotify. They’re shopping for a new station.

This is the time to spend marketing dollars. Go to events. Flood social media with clips. Get the word out that you’re the obvious replacement. There’s a brief window where that audience is actively looking, and if you’re not visible, they’ll land somewhere else.

But here’s the flip side: If YOU lose a show, you’re just as vulnerable. That same 51% is going to start shopping around, and your competitors have the exact same opportunity to poach them. Losing a beloved show isn’t just a programming problem. It’s a retention crisis.

Hosts Are Stickier Than You Think

About a third of the audience would walk away from radio entirely if their favorite show disappeared. They’d go to streaming or podcasts instead of finding another station.

This is why talent matters. We talk about the importance of hosts all the time, but this quantifies just how sticky and powerful they are. Your hosts aren’t just filling time. They’re the thing keeping a chunk of your audience from abandoning radio altogether.

If you’re treating talent like interchangeable parts, you’re leaving the door wide open for Spotify to walk in and take a third of your listeners.

Spanish-Language Radio: Even More Loyal, Even More Sticky

When we broke out the data by language, the differences were striking.

Spanish-language listeners are even more tuned in. 53% would notice instantly (vs. 49% for English-language listeners), and 90% would notice within the day (vs. 80% for English-language).

And here’s the kicker: Spanish-language listeners are way less likely to bolt to streaming.

Only 23% of Spanish-language listeners said they’d switch to a streaming service if their favorite show disappeared, compared to 37% of English-language listeners. That’s a 14-point gap.

When Spanish-language listeners do leave radio, they split more evenly between podcasts (21%) and streaming (23%). They’re not just defaulting to Spotify. They’re actually considering their options, and one of those options is still audio content (podcasts) that radio stations can compete with.

Translation: Spanish-language radio has a built-in advantage when it comes to audience loyalty. But the same rules apply. Lose a beloved show, and you’re vulnerable. Protect your talent, and you’re protecting your audience.

The Podcast Problem (Or Opportunity, Depending on How You Look at It)

17% of listeners overall said they’d go to podcasts if their favorite show disappeared.

That’s not a huge number, but it’s not nothing either. And here’s the thing: a lot of stations aren’t aggressively pushing their own podcast content. So when that 17% goes looking for a podcast, they’re probably not finding yours. They’re finding Joe Rogan or Call Her Daddy or whatever true crime show is trending.

You could own that migration path. You’re just choosing not to.

The Bottom Line

Your audience is paying attention. They care about specific shows and specific hosts more than the industry gives them credit for.

When you lose a show, you’re not just losing a time slot. You’re creating a moment of active decision-making for your audience, and half of them are going to start shopping around. The other half might leave radio entirely.

Protect your talent. Invest in your shows. And if your competitor stumbles, be ready to move fast, because their displaced audience is up for grabs.

 

 

And a TL;DR for all of those who skim!

Frequently Asked Questions

How loyal are radio listeners to their favorite shows? Research shows 51% of radio listeners would notice instantly if their favorite show disappeared, with 85% noticing within the same day.

Are Spanish-language radio listeners more loyal than English-language listeners? Yes. 90% of Spanish-language listeners notice within 24 hours vs 80% of English-language listeners, and they’re 14 points less likely to switch to streaming services.

What do radio listeners switch to when their favorite show ends? 51% switch to another radio station, 29% move to streaming services like Spotify, and 17% go to podcasts.

 

 

This research was conducted by Crowd React Media, a division of Harker Bos Group in January and February 2026 with 3,155 radio listeners age 18+ across the US, including both English-language and Spanish-language radio audiences.

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]]> Super Bowl 2026: What 500+ Viewers Told Us About Ads, Streaming, and Attention in Real Time https://crowdreactmedia.com/advertising/super-bowl-2026/ Mon, 09 Feb 2026 21:47:35 +0000 https://crowdreactmedia.com/?p=2406 At Crowd React Media, a division of Harker Bos Group, we surveyed over 500 Super Bowl viewers within 12 hours of the final whistle to capture real-time advertising recall, viewing behavior, and engagement with the game and halftime show. Speed matters when measuring recall. By fielding immediately after the broadcast, we were able to see […]

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]]> At Crowd React Media, a division of Harker Bos Group, we surveyed over 500 Super Bowl viewers within 12 hours of the final whistle to capture real-time advertising recall, viewing behavior, and engagement with the game and halftime show.

Speed matters when measuring recall. By fielding immediately after the broadcast, we were able to see what truly stuck with audiences, and just as importantly, what didn’t, while the experience was still fresh. Those surveyed? We found that around 67% of audiences 18+ had tuned into the Super Bowl, highlighting what a unique event it is, in today’s fractured media landscape.

While the Super Bowl remains one of the most valuable advertising stages of the year, our findings highlight a growing challenge for advertisers: earning attention and memory in a fragmented, multitasking environment.

How Viewers Experienced the Super Bowl

Traditional television still led overall, with 53% watching via cable or satellite. However, streaming now represents a substantial share of Super Bowl viewing.

  • 20% watched on Peacock
  • 24% streamed via the NBC Sports App, YouTube TV, or their cable provider’s streaming app

The generational divide was clear. Among adults 18 to 34, only 42% watched on traditional TV, while 53% streamed the game. Among viewers 55 and older, 67% watched on TV and 31% streamed.

Where viewers watched also varied by age. Overall, 73% watched at home, 15% attended a party, and just 3% watched at a bar or restaurant. But among 18 to 34-year-olds, 26% watched at a party, compared to only 9% of viewers 55 and older.

Despite platform shifts, engagement with the game itself remained strong. Sixty percent watched the entire game from start to finish, and another 29% watched most of it. In total, nearly nine in ten viewers stayed with the broadcast for the majority of the game.

 

Advertising Recall: What Broke Through and What Didn’t

When viewers were asked, in an open-ended format, to recall Super Bowl ads they remembered seeing, overall brand recall was limited, even among this highly engaged audience surveyed within hours of the game ending.

Nearly a quarter of viewers (24%) were unable to recall a specific brand at all, instead describing a commercial without naming the advertiser. Another 12% explicitly said they did not remember any ads or had forgotten them entirely.

Among named brands, Budweiser led recall at 21% overall. However, recall varied sharply by age. While 34% of viewers 55 and older remembered Budweiser, only 18% of adults 18 to 34 did so, highlighting a strong generational skew.

Dunkin’ followed at 14% overall, performing slightly stronger among middle and older age groups than among younger viewers.

Pepsi Zero Sugar ranked next at 10% recall, standing out as one of the few ads that aligned both with strong creative buzz and measurable audience memory.

Other major advertisers saw much lower recall. Pringles registered at 8%, State Farm at 6%, Bud Light at 4%, and T-Mobile at 4%.

One especially telling result was the role of celebrity-driven advertising. Six percent of viewers could recall a celebrity from a commercial but were unable to name the brand or product associated with them, reinforcing that star power captured attention without consistently anchoring brand memory.

Taken together, the data underscores a core challenge of modern advertising: even on the biggest media stage of the year, many ads struggle to create clear, lasting brand associations.

 

Celebrity Recognition Without Brand Recall

One of the most consistent patterns in the open-ended responses was celebrity recall without brand recall.

Many viewers could name a celebrity they remembered seeing in a commercial, sometimes multiple celebrities, but could not connect that memory to the sponsoring brand or product. In these cases, responses included only the celebrity’s name, with no associated advertiser.

This suggests that while celebrities may capture attention in the moment, they do not automatically translate into brand memory, particularly in a cluttered advertising environment.

For advertisers, this distinction matters. Attention alone is not enough if the brand itself fails to anchor that attention.

 

Favorite Ads: Few Clear Winners

When viewers were asked to name their single favorite ad, results reinforced how difficult it is to stand out.

Budweiser ranked first at 18%, but that preference was heavily driven by viewers 55 and older. Only 7% of adults 18 to 34 named Budweiser as their favorite, compared to 32% of the 55+ audience.

Seventeen percent of viewers could not name a favorite ad at all.

Dunkin’ followed at 10%, again reflecting familiarity and celebrity appeal.

Even the most liked ads failed to resonate universally, underscoring the challenge of creating creative that works across generations.

 

The Role of Attention and Multitasking

A major factor shaping recall is divided attention.

More than half of viewers (51%) reported using social media while watching the game. Among adults 18 to 34, that figure rose to 79%. For viewers 35 to 54, it was 52%, and for viewers 55 and older, just 21%.

Instagram and TikTok dominated among younger viewers, with 56% and 46% respectively. Facebook and Instagram led overall usage.

One notable surprise was X. Despite its reputation as a real-time sports conversation platform, only 10% of viewers reported using X while watching the Super Bowl.

For advertisers investing millions in a single airing, this context matters. Ads are competing not just with other commercials, but with entirely separate screens and platforms, particularly among younger audiences.

 

Halftime: A Different Advertising Story

Bad Bunny’s halftime performance drew strong engagement overall, with 56% watching the entire show and another 23% watching parts of it. But again, age shaped behavior.

Sixty-nine percent of adults 18 to 34 watched the full performance, compared to 39% of viewers 55 and older. Adults 35 to 54 tracked much closer to the younger audience in engagement.

When asked to name the sponsor of the halftime show, 27% correctly recalled Apple Music. Among adults 18 to 34, recall climbed to 34%.

While 27% may appear modest, it was the strongest unaided brand recall measured in the entire study, outperforming all individual Super Bowl advertisers.

In a night marked by limited ad recall, halftime sponsorship emerged as the most effective branding moment, particularly among younger viewers who otherwise showed the weakest ad memory.

 

What This Means for Media and Advertisers

The Super Bowl remains a powerful cultural event, but the rules of attention have changed.

  • Streaming is now central, not secondary
    • Younger viewers are heavily multitasking
    • Celebrity alone does not guarantee brand recall
    • Creative acclaim does not equal audience memory
    • Integrated brand moments may outperform traditional spots

For media companies, agencies, and brands, the takeaway is not that Super Bowl advertising no longer works. It is that success depends on clarity, brand linkage, and understanding how audiences actually experience the event.

Real-time research helps move the conversation from assumptions to evidence, and from creative buzz to measurable impact.

 

 

Results are based on a sample of 512 Super Bowl viewers and have a margin of error of approximately ±3.7 percentage points at the 90% confidence level.

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]]> Media Minute: It’s Beginning to Sound a Lot Like Christmas (on the Radio) https://crowdreactmedia.com/radio/christmas-on-the-radio/ Wed, 05 Nov 2025 16:42:06 +0000 https://crowdreactmedia.com/?p=2318 Radio stations playing Christmas music during the holidays is a custom that has endured throughout the years. And while most radio listeners indeed enjoy Christmas music during the holidays there are some data points stations should consider when going all in on Rudolph, Kris Kringle, et al. We asked over 700 radio listeners from across […]

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]]> Radio stations playing Christmas music during the holidays is a custom that has endured throughout the years. And while most radio listeners indeed enjoy Christmas music during the holidays there are some data points stations should consider when going all in on Rudolph, Kris Kringle, et al.

We asked over 700 radio listeners from across the country how they feel about Christmas music. Here are the results of our study.

First off, 58% of radio listeners state to ‘love’ Christmas music. That’s a good sign that your station, format appropriate, should play Christmas music. 76% of radio listeners at least ‘like’ Christmas music. 15% say they are neutral towards holiday tunes, and that means they aren’t going to immediately turn the dial away from your station if that Mariah Carey staple comes on. 9% are not exactly in a festive mood come the holiday season (5% ‘dislike it’, and an anti-Xmas 3% ‘Hate it’). So all in all a ballpark 91% of radio listeners are up for the seasonal jams, or at least not repulsed by holiday cheer.

 

An enthusiastic 15% percent are ready to dive headfirst into the Xmas spirit before Thanksgiving. 23% state that Thanksgiving is the day on which to stack the seasonal tunes into your rotations. According to listeners, this is a little on the earlier side as well. 38% say that December 1st is the best time to start cranking the Christmas numbers making it the holiday sweet spot. It’s early enough to not disappoint the Xmas stans but you’re not alienating the neutrals or those less inclined towards to ‘Jingle Bell Rock’.

A notable 45% of radio listeners require ‘a mix of everything’ when it comes to the many subgenres of Christmas music. The data indicates that stations should mostly stick to the Traditional Classics and Modern Pop staples while sprinkling in some of the deeper cuts. Maybe lead more with tunes like ‘Last Christmas’ by Wham! rather than obscure European Christmas tracks from the early 20th century like ‘Weihnachtslied der Hirten’ by Christof Fr. D. Schubart.

And that’s it from us here at Crowd React Media!

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]]> Local Radio’s Secret Sauce: 5 Facts and Strategies to Engage Listeners & Advertisers https://crowdreactmedia.com/radio/local-radios-secret-sauce/ Tue, 12 Nov 2024 14:42:08 +0000 https://harkerbos.com/?p=994 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 […]

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]]>

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 https://crowdreactmedia.com/radio/real-people-real-answers/ Mon, 14 Oct 2024 01:01:00 +0000 https://harkerbos.com/?p=871 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 […]

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]]> 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.

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]]> Harker Bos Group Media Minute – Radio is Top in Ad Effectiveness https://crowdreactmedia.com/radio/harker-bos-group-media-minute-radio-is-top-in-ad-effectiveness/ Tue, 08 Oct 2024 20:24:46 +0000 https://harkerbos.com/?p=866 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 […]

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]]> 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.  1st 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? https://crowdreactmedia.com/media-minute/smartphones-and-in-vehicle-entertainment-systems-are-radio-listeners-making-the-connection/ Tue, 17 Sep 2024 18:02:04 +0000 https://harkerbos.com/?p=820 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 […]

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]]> 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+

The post SmartPhones and In-Vehicle Entertainment Systems: Are Radio Listeners Making the Connection? appeared first on Crowd React Media.

]]> HBG Media Minute: How do workers pass the time on the job? They are listening to audio. https://crowdreactmedia.com/media-minute/hbg-media-minute-how-do-workers-pass-the-time-on-the-job-they-are-listening-to-audio/ Thu, 13 Jun 2024 19:58:51 +0000 https://harkerbos.com/?p=731 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% […]

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]]> 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

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]]> State of Media 2024 – Country Radio https://crowdreactmedia.com/radio/som24-country-radio/ Mon, 18 Mar 2024 17:58:59 +0000 https://harkerbos.com/?p=660 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 […]

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]]> 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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