Radio Stations Rally Around Social Media

Radio is More Engaged With Social Media, Especially With Tweets.åÊAccording to research by the Radio Television Digital News Association, radio stations are making strides in developing social media and mobile strategies to deliver news to new audiences.

Radio stations are adding social media desks and committing full-​time employees, and/​or scheduled groups of employees, to maintain a constant social media presence. "42.9% of radio news directors reported doing something new with social media in the past year, compared to 72.4% of TV news directors," Jack Loechner wrote.

Stations are getting staffs more actively engaged. ‰ÛÏMore‰Û was the radio word of the survey in social media, says the report. "And there were even more specific mentions of using Twitter than using Facebook, although both were quite high. The increased use of pictures, both still and video also made a decent showing," Research Brief reported.

"The radio use of Twitter rose by nearly 9 points from a year ago, with the biggest growth coming in small markets. Major and medium stayed about the same," according to The Center for Media Research.

"For the 36.8% of radio news directors who said the most important thing they started doing new with mobile in 2014, more than half pointed to the development of one or more mobile apps."

3.2% of adults are tuning in to their favorite radio stations and news programs by using the TuneIn app on their mobile devices or streaming it on their desktop computers/​laptops, according to AudienceSCAN. Get your advertisers to think about these types of listeners too, when proposing radio ad campaigns. TuneIn users are mostly men ‰ÛÒ 66.5%. They are 38% more likely than average consumers to live in urban areas. In line with the radio stations embracing more social media, it's good to know that 45% of TuneIn users took action after seeing ads on social networks in the past month.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.