Recently, international radio futurologist and observer of interesting things, James Cridland, dug up a TV news feature from Chicago. It turns out a guy named Bryan Zehar had purchased a new Jeep Wrangler, but ran into problems when the dashboard “froze,” prohibiting him from accessing any of his content – including the radio.
As Zehar explained, “My radio will freeze intermittently when connecting my phone. I can’t use AM, FM, satellite, my CD.”
Zehar contacted NBC 5 Responds to help him get his problem solved. After as many as 12 trips back to his dealership, new wiring and a new voice and radio system ultimately solved the problem. It may have been the fault of the Jeep’s electronics, it could have been something with Zehar’s smartphone, or it could have been something else entirely. But it was Bryan Zehar’s relentless effort to doggedly get this problem solved that captured Cridland’s attention and mine. Here’s the piece from Chicago’s WMAQ TV:
Now while Zehar’s dashboard dilemma affected all the content in his Wrangler’s head unit, it’s not much of a stretch to conclude his biggest concern was accessing local radio. The images in the video support Zehar’s frustration with his malfunctioning Chrysler UConnect system. And all those repeated visits to his dealership underscore the importance of broadcast radio to his in-car lifestyle.
We shouldn’t be surprised. Every bit of data you see reveals the value of AM/FM radio to the driving experience. In this year’s Techsurvey12, we asked those in the market for a new vehicle, along with those who had already purchased or leased one in 2016, to identify the features they deem to be most important.
Of course, our Techsurveys are conducted among radio listeners, so you might expect these results. But a recent study by Radioplayer UK among 1,500 new car owners in France, Germany, and Great Britain shows the same attachment to radio. They asked respondents to choose the one must-have in-car feature, and yes, radio took top honors.
Of course, it’s also true in Canada. A trended study by Audience Insights hat depicts “share of car” in the Great White North shows steady dominance for broadcast radio on the road:
In case you’re wondering, our Techsurvey12 shows radio with a 66% “share of car.” And the Q4 2015 Edison “Share of Ear” study reveals that broadcast radio garners 7 out of 10 minutes of in-car audio usage.
And now there’s even more evidence that broadcast radio rules the dashboard. Last year, the NAB commissioned a study called “The Role of AM/FM Radio in the Car Today,” conducted by Frank N. Magid Associates. This past October, they interviewed 1,200 English-speaking American drivers (18-64 years-old). The question boils down to respondents identifying their must-have in-car audio source:
So when we think about Bryan Zehar and his prolonged efforts to get the high-end audio entertainment system in his new vehicle operating, we can infer (as Cridland did) that his goal was likely to be able to access some of the great AM/FM stations that broadcast in Chicago.
Based on the above data, a lot of people might have gone to similar lengths to get their dashboards “unfrozen.”
Like peanut butter and jelly, cars and radio just go together. Now we just have to remind the automakers of that fact.
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, Excellent article, and charts! Not only remind auto manufacturers of radio’s essential service but also remind the broadcasters (including HD “content” providers) to hit refresh! Keep Radio – aka Original Broadcasting – Relevant, Connected, Live, Local & Growing! http://www.broadcastideas.com Memorial Day Weekend: Safety First & Honor Our Vets!
Thanks, Clark. Have a great weekend!