“Despite the steady increase of Internet-connected infotainment systems in vehicles, broadcast radio continues to hold its own.”
That’s the key conclusion of a “VoodooVision” consumer study released on Thursday, noting that AM and FM remains competitive with podcasts and Digital Streaming Providers.
The study from NuVoodoo Media Services look at the consumption habits of upward of 5,300 respondents between the ages of 14 and 54. The study, intended to guide marketers through the myriad options available in the digital media and audio entertainment space, is being presented by the company in a series of webinars between now and mid-March.
According to the study, despite the steady increase of Internet-connected infotainment systems in vehicles, broadcast radio remains competitive with podcasts and the likes of Spotify, Apple Music, and Pandora when consumers are in vehicles or on public transit during the early morning and late afternoon commutes.
The data holds true for weekends, too.
When asked to select a top preference from list of audio entertainment choices, these were the top-ranked choices:
- Broadcast FM/AM radio remains the top audio entertainment preference for morning commuters at 19% of the sample, followed closely by podcasts, with streaming coming in at third.
- The competition is closer during the late afternoon commute, where podcasts and streaming barely eclipse radio as the top choice among commuters at 15% vs. 14% of the sample, respectively.
- Radio remains competitive as an audio entertainment favorite among listeners on the go during the weekend, sharing the top spot with DSPs and eking ahead of podcasts.
Leigh Jacobs, Executive Vice President of Research Analysis for NuVoodoo Media Services, said, “The rise of podcasts as a drive-time in-vehicle entertainment choice serves as a timely reminder for radio to play offense in these critical dayparts. Here is yet another datapoint that reinforces our long-understood need to present strong, impactful entertainment options that go beyond just music to remain competitive in attracting the captive audience stuck in traffic or on public transportation during a long commute.”
PJ Kling, Vice President of Marketing at NuVoodoo Media Services, added, “In radio, we’ve grown accustomed to think of weekends as a throwaway. And, while average quarter hour ratings may not rise to the same levels as weekday drive times, weekends are nevertheless an important opportunity for stations to put their best foot forward with strong programming and promotion. FM/AM’s in-vehicle audience remains competitive with podcasts and digital streaming as a source of audio entertainment. It’s a good opportunity to leverage completive share from in-format competitors and is the audience talent should envision when striving for relevancy each time they open the mic.”
NuVoodoo Media Services is led by founder and President Carolyn Gilbert.
These and other findings will be presented to the audio industry in two additional NuVoodoo webinars on Monday, March 6 at Noon Eastern and on Tuesday, March 21 at 2pm Eastern. Registration may be done at: https://nuvoodoo.com/webinars/. A recorded version of the presentation will be provided to all who register, whether they attend the live session or not. A webinar overview video is available for viewing now at: https://youtube.com/watch?v=84U6SbK0vAg&feature=shares.
