As an old media format, radio struggled to maintain revenue levels in the first quarter of 2013. But, a bright spot for the industry is digital. Advertisers are excited about the prospect of reaching consumers through digital radio, especially when stations make it easier to increase marketer influence by connecting on social media.
Industry operator Clear Channel Media and Entertainment has released results of a comprehensive study on radio listening in the U.S. The format reaches 92% of consumers on a weekly basis. Often, this listening happens “near a place of purchase” – in a car. In many cases, the listening can be occurring when consumers are suffering through their mega-commutes. A new Census Bureau report indicates more consumers than ever before are in their cars for 90 minutes a day for a one-way commute and are prime candidates for a marketer's messages.
Many of these listeners are tuning in to hear local DJs – whether it’s on broadcast or digital platforms. Previously, consumers were likely to call into their stations. These days, stations that maintain social media sites will be rewarded by tweets coming in from listeners. This feeling of social connection is valuable especially to younger listeners, the Millennials.
By increasing the social interaction, radio stations can deliver a valuable listening audience to marketers. The good news is that consumers believe radio advertising is humorous and creative. That attitude can put consumers in a purchase-positive state of mind.
To learn more about Heavy Radio Listeners, check out the Audience Interests & Intent Report available at the Research Store on ad-ology.com.[Source: State of Listening in America. ClearChannel.com. 2013. Web. 24 May 2013; News Release. RAB.com. 17 May 2013. Web. 24 May 2013]