Leave it to the RAB in the UK to come up with something a little different that supports radio listening – as a mood lifter.
In a study conducted by Sparkler Research (which sounds pretty happy, too), a sample of 1,000 people affirmed that radio listeners report higher levels of happiness and energy – especially compared to television. So maybe you’ve already read this study, nodded at the results, and moved on. But there is a lot to think about when considering the emotional state of your audience – not just the way they rate songs in music tests.
If you think about it, TV is a lean-back medium – you’re often sedentary, on the couch, and maybe eating while you watch. Radio tends to be more lean-forward – you’re active, doing something else while listening and being entertained in the background. That accompaniment of activity – cleaning out the garage, jogging, doing homework, or driving – probably has a great deal to do with radio complementing something else. Radio is at its best when it allows you to get on with your life, while enhancing it at the same time.
As Mark Barber, head of the UK’s RAB noted, “People are the happiest and most energetic when listening to radio. It plays an important emotional role in people’s lives.” We frequently don’t consider attitude, vibe, and emotion when we conduct research. And when that’s the case, we may be missing the whole point of the consumer experience.
Here’s why: I recently conducted a Listener Advisory Group among women for an AC station. While trying to work around the margins to get respondents to articulate what it was they liked about the station, I probed music – all the eras, new stuff, oldies, dancey music, and softer songs – all the basic food groups.
Then one of the women blurted out, “It’s not about those things really. I like them because they’re the happiest station in town.” And when I asked her to elaborate, she explained that the station’s upbeat, positive attitude rubbed off on her daily activities and routines. It made her feel better, it was uplifting, and it helped get her through her day.
Not every station exudes this vibe, and in fact, PDs would do well to think about strategies and tactics that bring out the upbeat and happy characteristics of their target audiences. The “5 O’Clock Funnies” and even humorous commercials are often additive to the overall mood setting that radio has the ability to pull off.
We’ve all heard radio that is simply too dark – rock stations that are too heavy or talk stations that are too serious or even angry. Part of this goes with the territory. News/talk outlets have to deliver bad news. Classic Rock stations, in particular, are going to increasingly have more “Clarence Clemons” moments in the next few years.
But that doesn’t change the need to entertain, to uplift, to energize, and to keep listeners company. Radio, at its best, reflects the emotions of its audience. Even in death, there is reason to celebrate good times, great music, and the collective experience of sharing meaningful pop culture moments.
Understanding how consumers use the medium is a key to delivering programming that resonates and that’s why this UK study has value. Radio has the ability to change and impact lives, but it also is charged with helping consumers get through the tough and challenging times. And there is no shortage of those especially these days when all of us are challenged to stay positive.
So, keep that smile on your audience’s face – and perhaps fulfill radio’s greatest potential.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Amen! We’re finding that so many in our business get so wrapped up in all the “stuff” they forget we’re in show business. And, radio is the most intimate form of show business. I really try not to get caught up in corporate this or downsizing that and attempt to approach each day remembering why I got into this crazy thing we call radio: to have fun! If we have fun, our listeners will, too.
Thanks, J.J. I suspect that many in radio feel the same way. There are bad days to be sure. But the impact that radio has on people’s lives is powerful, and something that’s easy to forget. Amdist all the bad news, radio has the ability to change lives and make people feel better. Thanks for contributing to our blog.
As ‘insiders’ we so often (or always) forget the unique nature of what we do for a ‘job.’ You want to see a jaded, celebrated, well-paid athelete get excited about something? Bring him into his favorite radio station and let him pick the tunes for an hour. Give him a free hat & concert DVD. Let him meet one of the RockGirls. It’s show-biz. ‘Outsiders’ think what we do is so freakin’ cool – try not to forget this, wear it on your audio sleeve every moment – it’s contagious.
Thanks, Ralph. It’s true – many people think it’s incredible we do what we do – and get paid for it. As J.J. mentioned in an earlier comment, radio IS show biz. And these days, our mission ought to be to entertain and uplift.
That’s such a great point, Ralph….
Right on Fred! When we remind ourselves WHY listeners turn to us, and think about what they really want from radio: a friend that makes you feel good, it’s easy to get happy and sound like you are having fun.
As one of the happiest radio guys I know, thanks for chiming in and reminding us of the fundamentals.