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Why People Listen to Radio … and How to Position with Advertisers
June 2, 2022
In a prior blog, Steve Allan provided his take on the recent 2022 Jacobs Media Tech Survey. While the news from the survey was not all great for Radio, there were some positive takeaways. One thing that stood out for me was the top reasons people still listen to Radio. Do you know what they are? Go ahead … take a guess.
The answers might surprise you. Let’s look at the top five reasons and how we might use this information for selling our medium. When asked why people still listen to Radio, the top responses were:
Easy to listen in the car (65%). The easier it is to access the platform, the more people will be engaged. People riding in vehicles are also closest to the point of purchase, and they are a more captive audience. This is the advertiser’s last chance to tell your audience why they should buy from them instead of someone else.
DJ’s/Hosts/Shows (62%). Radio personalities and show hosts are great connectors. They engage listeners and motivate them to take action. For the advertiser, this means that their message will have more impact because the listener is more attentive.
It’s FREE (59%). Did this one surprise you? I was glad to see that those surveyed still list this as a positive for Radio. It’s great to see that listeners appreciate the free aspect of Radio when our current world requires monthly fees for most services provided.
Hear their favorite song/artist (55%). This used to be at the top of the list. Though it fell to #4, it is still a great reason to listen to Radio. Different generations get their new music from different sources as there are so many options these days. Music is still a top draw for people to listen to Radio.
To feel connected (51%). This is Radio’s secret weapon. In fact, I wrote a blog about it earlier this year. Radio connects people to their communities, gets them involved, and makes a difference in their lives. There is no better way than Radio for a local advertiser to connect with the people that live in their trading area.
Contrary to recent news, Radio is still going strong. Talk about the benefits of Radio and your station with local advertisers and help them grow their business!
To read Steve Allan’s take on the survey, check out this blog. And if you’d like to talk to us about how you can use data like this to demonstrate radio’s value to advertisers, please reach out to us here.
-Karen Morriss, Director of Client Services
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