The perception is that many people have stopped listening to radio-especially the Millennial generation.
The reality is that might not exactly be the case as a recent study by Latitude Research and OpenMind Strategy says that 92% of Americans regularly tune into FM/AM radio.
It should be noted the research was funded by media conglomerate Clear Channel.
The report says radio remains more relatable, more community-focused, and more human than other media, factors that result in its continued strong usage.
Americans’ habits and perceptions of radio, the study finds a decades-old deep connection remains tight and confirms that radio’s reach and appeal remain strong regardless of the platform, geography, ethnicity, or age group.
“American listeners — particularly younger generations — feel a strong connection to their favorite on-air radio personalities,” says Clear Channel’s CEO Bob Pittman. The data shows that connection is made stronger by social media in a way that isn’t replicated by other media.
Latitude Research and OpenMind based the results on a survey more than 1,000 respondents.
(Note: This story was posted earlier today and caused the Bottom Line site to go down.)
PLANTED STORY
That sounds like a planted story by the radio industry to bring sales back to radio. They do this from time to time with ‘studies’.
Ratings services don’t report how many people are actually listening to radio… only what stations they’re listening to IF THEY AGREE to carry a radio survey device and be paid to do it. One wouldn’t expect NON radio listeners to carry Arbitron devices measuring which stations they’re listening to, if they don’t.
My personal study in traffic shows me that most people are talking on their iphones or to passengers. The really weird thing about radio, is that people listen generally for a short period of time, if at all…. and get out of the car at 5 til the hour in the morning, or in the afternoons at 5 AFTER the hour….after walking out the door of work.
What are radio stations playing for the critical ten minutes of drive time? Commercials, a song? A newscast? A weather forecast at exactly the same time each day? On thing Arbitron did discover was that there isn’t much station loyalty… that as soon as a 5 minute block of computer generated commercials comes on, people push the button to another station so they don’t have to listen to 8 commercials in a row. Or else they just turn it down. Or find a station that always plays music during their short drive to or from work.
AX TO GRIND
Curious….how long ago were you fired from the radio industry? Clearly some sort of axe to grind. BTW every single one of your points (rather opinions) is baseless. Nonfactual. “My personal study in traffic”…..? Give me a break.
SATELLITE FAN
Satellite radio during drive time. Every day. Have absolutely no need to listen to any talking heads-whether it be sports or politics.
BIG RADIO FAN
Radio has always been a big part of my life. From listening to the Dodgers (the Brooklyn version), thru combat tours in Vietnam and Desert Storm, six years in Germany where I learned to speak German from listening to the news on “Bayerische Rundfunk”, six years of commuting to Topeka amd then 10 years to Kansas City, terrestial radio has been with me. My 43-year old Zenith Trans-Oceanic is still working like new, and is frequently on during the day.
Life without radio for me is unthinkable, especially when watching the Royals in TV … mute the TV, turn on the radio, and all is well.
(BTW, I have participated in two Arbitron surveys, and was surprised at how many hours I did have the radio on during the ratings period.)