Jacobs: Radio’s ‘Emotional, Meaningful’ Connection Is Key
The results from Jacobs Media’s latest tech
survey among radio listeners are in and according to company President Fred
Jacobs, the findings suggest that “focusing on connecting emotionally and
meaningfully with listeners is radio’s best avenue toward remaining relevant
and vibrant in the face of new digital competition.”
The survey of
57,000+ listeners covered media, digital and social activities.
Jacobs Media researchers that AM/FM radio still matters because the medium
helps them get into a better mood, they enjoy having a radio on at work, radio
provides companionship and it offers them an escape from the pressures of life.
In-car listening is
under pressure, researchers found. More than half of all respondents say that most of
their radio listening takes place in cars. And nearly half (48%) say they’re
able to connect a smartphone or MP3 player in their main vehicle. One in ten
(9%) now drives a car equipped with an entertainment/information system like
Ford’s Sync, especially fans of news/talk and sports/talk formats. Some 6% have
Among those who
listen to Internet radio, Pandora is the most popular pure-play option, with
nearly half — at 45% — of those who listen to Internet streaming tuning into
that. Clear Chanel’s iHeartRadio came in at 19% while Spotify and TuneIn both
came in at 7% with Slacker at 5%.
Pandora’s mobile app is the most popular among radiocentric applications,
followed distantly by iHeartRadio’s app and the individual apps that stations
commission, according to the findings.
Occasions matter. Nearly 6 in 10 of these core listeners (57%) told Jacobs
Media they begin their day with another medium or gadget — instead of turning
on the radio in the house or car. TV is a close second to turning on the radio
at home and 18–34-year-olds are most likely to engage with social media or
email as they start their day. The latter makes sense, because 8 of 10 core
listeners are on Facebook, Jacobs Media finds.