RADHA SUBRAMANYAM
Executive Vice President: Insights & Analytics,
Clear Channel Media + Entertainment
THE STATE OF LISTENING TODAY
BACKGROUND
In our progressively digital world, the media landscape is rapidly evolving:
•
•
•
Choice and complexity are significantly increasing
Content consumption across platforms is the norm
Listeners’ needs, expectations, attitudes and behaviors are continually evolving,
even as our understanding of them grows
Clear Channel partnered with top 3rd party research providers to explore the roles
and unique benefits of the various audio content platforms so we can define…
The State of Listening Today
OVERVIEW
1
2
3
4
5
6
7
Methodology
Audio At Large
7 Listening Insights
The Digital Explosion
Radio And Other Media
Top 5 Implications For Marketers
METHODOLOGY
Research was conducted from September 2012 — March 2013. A hybrid
quantitative/qualitative approach allowed for a national-scale survey along with
in-depth personal discussions.
Qualitative
Focus Groups
- N=50+
- 3 cities
- Males and Females ages 18-45
Ethnographies
Discovery Workbooks
Deprivation Journals
Quantitative
Online Survey:
• Over 1000 respondents
• Males and Females ages 1354
• Representative mix of
ethnicities
-
Caucasians
African Americans
Hispanics
Other
AUDIO AT LARGE
AUDIO: THE CONSTANT COMPANION
Turned to more times during the day relative to other media, audio content plays
a central role as a trustworthy companion.
Listeners Accessing Audio Content (% by Daypart)
87%
Morning
(6am-10am)
80%
Midday
(10am-2pm)
88%
Afternoon
(2pm-6pm)
88%
Evening
(6pm-Midnight)
52%
Overnight
(Midnight-6am)
LISTENERS OPTIMIZE THEIR
EXPERIENCES BY ENGAGING MULTIPLE
PLATFORMS
Consumers are increasingly expanding their sources of audio content, and
associate specific benefits with each.
Personal
Collections
Audio On
Demand & TV
Online Music
Services
Live & Online
Radio
MP3s & CDs
YouTube
Pandora
Radio
“My music”
“Control”
“Nostalgic collections”
“To show off my music
tastes”
“When all else fails”
“Get a specific video
now”
“To see lyrics”
TV Music Choice
“Dependable, easy and
convenient source”
“Playlists that are
somewhat customizable”
“Mobility”
“Specific genres”
“Often the loudest
device so it’s good for
parties”
“Companionship”
“Favorite types of music”
“Personalities, gossip,
conversations, pop
culture and humor”
“Sense of community”
Spotify
iHeartRadio
“A service with a hip,
urban image”
“A large song collection”
“Live streaming of my
favorite radio stations”
“Connections to the best
festivals”
TV Music
Channels
“To see breaking new
music”
“Videos”
“Background noise”
LISTENING INSIGHTS
1
RADIO
RULES
EVERYBODY IS LISTENING
Most Americans listen at least once a week or more.
92%
Listen To AM/FM Radio
Once a Week or More
THEY LISTEN OFTEN… AND THEY THINK
YOU ARE, TOO
Most people experience radio as an integral element of their daily lives, and
expect others do, too.
81%
92%
92%
Listen to AM/FM
radio regularly
66%
Listen to radio at
least once a day
77%
Assume everyone
listens to radio
RADIO IS PART OF AMERICA’S ROUTINE
American listeners ensure they have some form of radio access to accompany
them during their day-to-day lives.
71%
Say “radio is a key part of
my daily routine”
70%
Say they are “rarely without some
form of radio/way to access the
radio”
WHERE AND HOW DO YOU LISTEN?
Respondents were asked: where and how are you listening?
“I sit at a desk all day and crunch numbers,
so I have the radio on almost all day.
“
We just assume that everybody listens to the radio…
They have to listen to the radio, right?”
”
2
RADIO=
CULTURAL
CURRENCY
RADIO ENGAGES LISTENERS IN THE “NOW”
Live radio serves a critical cultural role in keeping people up-to-date and in sync
on music, events, local information and news.
% Agree Strongly/Somewhat That Radio…
Is a great way to discover
new songs or artists
Is a great way to hear the
songs and artists I already
love
Helps me learn about
things I might follow-up on
later
Helps me keep up with
what’s new and
interesting in general
Like listening to
something live, as it
happens
80%
79%
77%
73%
77%
73%
THE #1 CHOICE FOR BEING IN THE KNOW
Consumers make a purposeful choice to listen to radio across a variety of situations.
Relative to other sources*, radio is the #1 listening choice…
5x
4x
3x
More Often
“When I want to know what’s going on in my
community”
“When I want to know what’s happening in
the world”
“When I want to know what’s current”
More Often
More Often
*Personal music collections, Pandora, TV music channels, etc.
“When I want to feel connected”
“When I want company”
“When I want to listen to people like me”
3
AMERICAN DRIVING
CULTURE AND RADIO ARE
INEXTRICABLY LINKED
DRIVE WITHOUT RADIO? NO WAY
The easiest and most convenient option, radio is the go-to choice when
driving—and for most, is not only desired, but a necessity.
82%
Say “the first thing I do
when I get in my car is
turn on the radio”
74%
Say “it feels awkward if I don’t
have the radio on when I’m
driving/commuting”
4
RADIO HAS A POWERFUL
PERSONAL IMPACT
RADIO ENHANCES MOOD THROUGHOUT
THE DAY
Listeners take advantage of the ability to find content on the radio with which
they have a personal connection and that is suited to their changing moods and
needs during the day.
Waking Up
Revving Up
“You need that little wake-me-up, that interaction, kind of easing you in
[to the day], hearing the phone calls from the stations, the people, the
personalities…”
Keeping Me Going
Winding Down
“Z100, sometimes it plays a lot of pop, so during the day (I
put that on), just to keep myself going.”
“I’m a big fan of Delilah. Something about her voice. She just
kind of puts you in the mood… I’d pour myself a glass of wine
and read my People magazine. And I would listen to her.”
NO RADIO = NO GOOD
Going without radio had a dramatic effect on listeners’ mood.
“
I miss the… gossip! The
variety, the celeb news, the
world news, the traffic… I
miss laughing.”
“Angry when I can’t listen
when I want or need the most.
“
”
“Do I look happy… I am just not
myself. Informed… no! Sense of
community… no! Feeling almost
handcuffed, like a piece of my
body has been removed b/c
radio is such a deep part of me,
who I am!
5
RADIO IS
COMMUNITY
PROPERTY
TOP RADIO BENEFITS: COMMUNITY AND
CONNECTION
Other associated attributes, such as social, relatable, trustworthy and human,
enhance the sense of radio feeling like community.
Listener Associations with AM/FM Radio
Word size reflects the relative frequency of each association for this media source.
RADIO IS A MEANS FOR LISTENERS TO
CONNECT WITH SOMETHING BIGGER
Listeners depend on radio for the connection it offers to their local community,
and to the world.
74%
Like to “stay in touch with
what’s going on in my
city/neighborhood/community”
64%
Count on radio to “connect me
to what’s going on in the world
right now”
RADIO HAS THE POWER TO DRIVE REAL
CHANGE
Compared to other media, radio is a more integral part of the local community,
enabling it to have greater impact on issues that are most important to listeners.
78%
Agree strongly/somewhat that radio
has the power to make a difference
in the community
72%
Agree strongly/somewhat that
radio is more community-oriented
than TV
6
RADIO
PERSONALITIES
IGNITE
PASSION
DJs CONNECT PERSONALLY WITH
LISTENERS
Listeners have deep affinities with DJs and value the time spent with them.
% Agree Strongly/Somewhat
DJs keep me up-to-date
on current events.
78%
Radio offers more
personal connection with
DJs than TV with its
personalities.
66%
I spend mornings with DJs
or talk radio hosts.
I have favorite DJs who I
look forward to hearing.
I listen to radio to spend
time with the DJs.
61%
59%
47%
DJs ARE CONSIDERED CELEBRITIES WHO
“KEEP IT REAL”
Even though DJs are aspirational figures, they are relatable and accessible.
71%
Listeners who feel the DJs
are local people like them
70%
Listeners who agree radio personalities “keep it
real more often than TV characters and
personalities do”
“Hanging out with (my favorite DJ) would be unbelievable.
To me, that would be like a dream really.
AND RADIO IS A DEEPLY PERSONAL
MEDIUM
People are invested with their favorite stations and DJs, and many see radio as
a reflection of themselves.
%
66
Of listeners agree
“My favorite radio stations reflect
who I am as a person.”
7
RADIO IS FOR
MILLENNIALS &
GEN Z
YOUNG PEOPLE ARE LISTENING TO RADIO
A LOT AND SEE RADIO AS INTEGRAL TO
THEIR LIVES
Young consumers listen as much as the rest of us, and majority expect it to
always be part of their lives.
Age 13-17
Age 18-24
Percent
listening
to the radio at
least once
a week
Agree that radio
will always be
a part of
people’s lives
94%
89%
81%
85%
“So everybody’s always tweeting, ‘Hey did you hear that
new song on Z100?’ And they want to go look and see
so they can tweet about it, too – and look cool.
”
RADIO “FILLS THE VOID”
More uncomfortable with silence than others, young listeners strive for an
“always on” status.
% Agree Strongly/Somewhat “I Can’t Stand the Silence” by Age Group
67%
63%
58%
63%
59%
51%
43%
Total
13-17
18-24
25-30
31-44
45-54
THE DIGITAL
EXPLOSION
DIGITAL PLATFORMS MAKE
RADIO EVEN BIGGER
Consumers supplement AM/FM radio listening on other platforms.
% Use Each Format At Least 1X Per Week
92%
Regular
AM/FM
Custom streaming
playlist sites
Streaming AM/FM on
laptop, PC or mobile
Satellite
radio
55%
44%
33%
DIGITAL FUELS GROWTH OF OVERALL
RADIO CATEGORY
Although digital platforms serve a relatively small portion of total listening hours
(TLH), overall TLH for broadcast and digital combined are increasing.
Total Listening Hours for Broadcast and Digital Radio (Billion Hours/Month)
Digital
Broadcast
15.6
15.9
0.9
1.1
14.7
14.8
Fall 2011
Spring 2012
Source: ACT1, Arbitron. M-Su 6a-12m, P12+, DMA. Triton Internet Audio Report
DIGITAL EXPANDS RADIO’S ACCESSIBILITY
AND RELEVANCY
Access to radio via multiple platforms is enhancing its currency with listeners.
Agree “radio is more
accessible than ever
before”
85%
Agree “I can access radio
anywhere”
Agree “mobile devices
make radio even more
relevant because I always
have these devices with
me”
Agree “the internet makes
radio more relevant”
78%
68%
63%
RADIO’S VALUE INCREASES WITH
GREATER OPPORTUNITIES FOR USE
AND INTERACTION
Listeners can more easily and frequently engage with radio since it now also
exists within the places where they are increasingly spending time.
Q
A
What is your favorite way to listen to the radio?
Q
“Through apps and online streaming.”
Why?
A
“My apps are at my fingertips and when I want to give my
phone a rest at work, I head for online streaming.”
“It’s easier (than ever) to follow radio personalities on Twitter or
Facebook… they engage their followers on Twitter. They have
different topics that you can respond to… it’s gone from calling
in to texting to Twitter. It keeps getting easier.
”
RADIO AND OTHER
MEDIA
RADIO REMAINS THE PLATFORM WITH
WHICH LISTENERS FEEL THE STRONGEST
PERSONAL CONNECTION
Listeners continue to feel that radio provides a more personal and more
targeted experience relative to other platforms.
% Agree Strongly/Somewhat About Radio
Feels more human
than the internet
More personal than
television
More targeted to people
like me than television
More targeted to people
like me than the internet
“
72%
65%
55%
50%
The Chicago radio stations – they know what we think, what we
want to hear and what … we don’t want to hear.”
RADIO OUTPERFORMS TV AS A RELEVANT
PART OF DAILY LIFE
Radio maintains its edge over other traditional media, reinforcing its strong,
integral presence in people’s lives.
% Agree Strongly/Somewhat Platform Is…
Radio
TV
Not Accessible
Accessible
9%
91%
16%
Not Relatable
84%
Relatable
20%
80%
73%
27%
Occasional Activity
20%
25%
Part of my Routine
80%
75%
RADIO ADVERTISING IS VIEWED MORE
POSITIVIELY THAN OTHER MEDIA
The passion consumers feel about radio likely translates to their perceptions of
the ads heard there, making advertising more effective.
Which Best Describes Advertising On…?
% Agree Strongly/Somewhat
AM/FM Radio
TV
Internet
Mobile Apps
Often
informative
Credible
Attentiongrabbing
Tends to be
relevant to me
Persuasive
0%
5%
10%
15%
20%
25%
30%
35%
RADIO IS HERE TO STAY
Radio remains an important part of daily life — and listeners from all
generations recognize that even as technologies evolve, radio content will
always be relevant and valued.
84%
Say “radio isn’t going
anywhere – it will always
be a part of people’s
lives”
74%
Say “radio is important to
my generation”
69%
Of listeners agree
“streaming services do
not replace radio”
TOP 5 IMPLICATIONS
FOR MARKETERS
1
MAKE RADIO ADVERTISING REFLECT THE
UPBEAT NATURE OF RADIO
•
Consumers favor radio advertising that is more like radio. Radio does not
have low production values; radio advertising shouldn’t either.
o Employ humor.
o Use music as a creative element.
o Leverage on-air talent to make products and services more personal and
relevant.
o Leverage the multiplatform nature of radio – broadcast, digital, events – with
multiplatform marketing programs.
Key Takeaway
Radio advertising that reflects the upbeat, relevant, fun
nature of radio is advertising that works best.
2
RADIO TARGETS VARIED KEY SEGMENTS
This research revealed that though virtually all Americans turn to radio
regularly, several key consumer segments are particularly attuned to radio.
To reach youth, hit their
passion points:
•
•
•
•
•
•
•
Music
Humor
Gossip/ Celebrity/
What’s Hot
Radio Personalities
Cars
Connectivity
Constant Stimulation
To hit home with moms, keep
their priorities in mind:
•
•
•
•
•
•
•
•
Family
Community
Local Issues
Value
Music
Popular Culture
Relatable Personalities
Time Saving
Key Takeaway
Use radio to tap into the passions of key audience
segments.
African American and Hispanic
consumers have specific values:
•
•
•
•
•
•
Music
Humor
Family
Community
Value
Radio Personalities
3
SPEAK WITH THEM, NOT AT THEM
•
Radio’s conversational nature (calling in,
talking back) sets it apart from other
forms of media.
•
Amp up radio’s social aspect by making it
easy for listeners to engage with ads and
create chatter amongst themselves.
Key Takeaway
Use radio’s two-way nature to start a conversation with
consumers that goes beyond broadcasting messages.
4KEEP THE MOOD IN MIND
•
The content and tone
listeners seek out vary by
daypart.
•
Consider the consumers’
mood and mindset when
creating ads.
Key Takeaway
Radio is a “mood medium” – use it to create more
positive feelings about your brand.
5
PAVE THE PATH FOR THE GREATER GOOD
•
Given the cultural and economic
conditions today, people are seeking
greater meaning and deeper
connections to their communities.
•
Radio has always had the power to
impact communities. Local radio is the
natural place to extend campaigns in a
way that makes a real difference.
Key Takeaway
Use radio’s community roots and reach to make a
difference.
Thank You!
RADHA SUBRAMANYAM
Executive Vice President: Insights & Analytics,
Clear Channel Media + Entertainment