Today’s blog post title is comprised of five words you don’t usually run across in a discussion of new media and technology. But in a special pullout section in yesterday’s New York Times called “TV Transformed,” a mega-graphic appeared with six quadrants depicting the changes in TV viewing.
From cable cord-cutting to watching TV on computers and mobile devices to TV online viewing, journalist Emily Steel takes what the Times calls a “Deep Dive” into Millennials’ media habits. This data was put together using Nielsen, comScore, and Deloitte Digital Democracy Survey research.
But it’s the last graphic in this series that should be of interest to the thousands of professionals plugging away in the radio business:
We’ve seen this data hundreds of times, but Steel’s commentary above these bar graphs suggests that in the midst of all the tumult on the video side of the ledger, radio continues to exude a stable, steady presence. As the graphic shows, radio’s 18-34 year-old reach is impressive, especially compared to what’s occurring in television and even on personal computers.
Now the realists (and the naysayers) will note that we’re talking cume here, and not quarter-hour listening that is being impacted by myriad audio sources from pure-play to satellite radio to personal music collections.
But to suggest that radio has remained consistent and dependable at a time when most other media bets are off – and to read that in an august and influential publication like The New York Times – is a suggestion that in the digital tsunami, radio has great staying power.
And smart people are beginning to notice.
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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Fred – I have a RAGING verbal battle going on facebook with a bunch of self-proclaimed experts who are pounding on the idea that Radio is DEAD. May I have permission to repost this blog-post there?
I’m tired of these Bozos insipid rants against Radio going unanswered. I’m also tired of the RAB continuing to promote stupid studies about how “using Radio helps increase TV’s effectiveness!” Radio is – and has always been – a mass-reach/high-frequency media entirely capable of standing alone and getting the job done for advertisers!!
Thanks for the platform – I needed to vent this morning!
Go for it, Charlie!
Radio is just fine, BUT it’s having to share with everything else. More choice equals more choices; Right?
I don’t see the problem? Well other than radio has to compete with on-line black and white metrics when it come to sales. Oh and the fact that while typing this, I’m listening to to an indie mix tape my friend Nikki @ KSLG-FM put together for me. Her station is pretty good as well. Maybe I’ll listen to that in the car later. Oh yeah, her station is in Eureka,CA and I live in Park City, Utah. I guess the cars they have for sale in Eureka won’t translate well here in PC. OK, so there’s some issues but radio over all just fine.
Hey, Sean, no one said it was going to be easy. Thanks for the chime in.
We still feel really good about … and LOVE radio! Thanks for the info as always Fred!
Terry, you guys are fighting the good fight. Great to hear from you.